Syncly Social Index
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Makeup
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NYX on video, September 2026
Creators use NYX in lip combos but say little about it. Only 12.5% of sampled organic videos were positive, the lowest in the panel, and just 7 of its videos passed a million views, the fewest. It scored 38.9 on the Syncly Social Index, ninth among the top 10 makeup brands.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
NYX maxes out one component: untagged share. About 19.7% of sampled videos showed or named NYX with no caption mention, because it shows up inside long product lists and voiceovers. Its creator base is also broad, with the top 10 creators making 2.5% of its 3,278 videos.
The rest is weak. Sentiment scores zero: creators rarely praised or criticized it, and 56 of 64 sampled organic videos were neutral. It held 7.1% of makeup panel mentions, its share grew 22% from August, and 4.5% of its videos passed 100k views.
Key numbers
change in share of category videos vs. the prior month
Most-viewed NYX videos
The most-viewed videos mentioning the brand this month.
A month of NYX videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What NYX videos are about
Sep 13 (138 videos): a driving-licence photo "glow up" credited NYX brow gel among about 20 products (412K views, watch).
Sep 20 (138): a dinner GRWM ended with NYX Fat Oil as body glow (495K, watch).
Sep 4 (133): a discount-store haul showed NYX Butter Gloss in on-screen text (160K, watch). Daily volume never topped 138.
NYX videos are mostly about lips. "Lip liner" appeared in 517 videos, "lip combo" in 333 and #lipcombo on 273. Its lip pencils were named in up to 559 videos, ahead of Butter Gloss (247, up 21% in share from August), Buttermelt (207) and Lip Lingerie (162). Fat Oil lost 15% of its share. A drugstore roundup summed up its role: for "anything pencil, brow, eye, lip liner," go to NYX (460K, watch).
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Lip pencils (Slim Lip Pencil, Line Loud) | 559 | |
Butter Gloss | 247 | +21% |
Buttermelt bronzer and blush | 207 | |
Lip Lingerie | 162 | |
Fat Oil | 124 | −15% |
Epic Ink liner | 59 |
Top keywords
Top hashtags
Where and who
TikTok carried 56% of NYX videos, Instagram Reels 29% and YouTube Shorts 15%. About 9.1% of TikToks were sponsored, including #NYXCosmeticsPartner lip-combo posts, and organic TikToks passed 100k views 4.2% of the time against 1.2% for sponsored. The official @nyxcosmetics account posted only 8 videos. The brand also ran a music talent show, #NYXDrop, in Greece (941K, watch).
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
NYX is often present but unnamed in captions. Mikayla Nogueira tests the NYX brow mousse and calls it "so easy to use and not messy at all," while NYX appears only in on-screen text (1.8M views, watch). A Watsons Turkey giveaway lists NYX Buttermelt and Lip Lingerie on screen only (2.8M, watch). None of the 64 organic videos sampled were negative.
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Brands mentioned alongside NYX
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
Frequently asked questions
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.