For the first time in its 27-year history, NYX Professional Makeup is expanding beyond cosmetics, launching a body care and fragrance line called the Fat Oil Body Collection, spanning body oils, butters, lotions, and hair and body fragrance mists in four scents, with prices ranging from $10 to $18. The move is deliberate and commercially timed. Makeup is stagnating; it was the softest-performing beauty category in the US in the first quarter of 2026, and NYX, which has built its identity almost entirely around colour cosmetics, needed a new category to keep its community engaged and its growth trajectory intact. Body care and fragrance, where Gen Z spending is accelerating fastest, was the logical destination.
The Products
The four scents, Sugar Baddie, Caramelt Mami, Coconut Cutie, and Juicy Boo, are a gourmand, fruity, and floral lineup developed in-house at L’Oréal, with the body oils designed with inclusive finishes: the Caramelt Mami oil features a bronzy shimmer for darker skin tones, while Juicy Boo has a subtle orange undertone for medium skin tones. The attention to shade inclusivity in a body oil, a category where that conversation has historically been sparse, is a smart move for a brand whose core identity has always been wide-ranging, accessible artistry. NYX’s global brand president Denée Pearson was direct about the ambition: “The long-term goal is to sell one body oil for every lip oil that we sell. That’s the North Star.”
The Market Logic
L’Oréal’s consumer products president, Fabrice Megarbane, described the fragrance move as the company’s first attempt to enter the category in a more accessible, more playful way, and said the NYX line was already selling particularly well on TikTok, where Gen Z fragrance demand has been generating what he called “huge appeal.” The NYX mists, priced at around $15 for an 80ml tube, undercut existing mass-prestige players like Sol de Janeiro and PHLUR on price while sitting in the same cultural conversation, and Megarbane hinted that NYX would not be the only L’Oréal brand to make this move.
The broader context is a Gen Z fragrance market that has been quietly reshaping the beauty industry for three years, through scent layering, through “smell maxxing” on TikTok, through a willingness to spend meaningfully on fragrance at an age group that previous generations barely reached for a bottle before their mid-twenties. NYX has identified that shift clearly enough to build a product line around it. At $10 to $18, the barrier to entry is low enough that the only question is whether the scents themselves are worth coming back for. Sugar Baddie suggests they are.
