NYX’s influencer-led lip liner reformulation saga has a happy, sold-out ending. Early last year, YPulse told you about beauty creator Paloma Sanchez documenting her hunt for a dupe of NYX’s discontinued Cold Brew lip liner after it was reformulated in 2024. She spent over 450 days searching, and her TikTok series pulled in millions of views with followers recommending alternatives and rooting for a fix. NYX took notice, slid into her comments to launch #OperationNYXColdBrew, and eventually flew her to LA to help reformulate the product herself. Last Saturday, the new liner—renamed OG Brew—finally dropped, and it sold out almost immediately. Sanchez’s announcement video has racked up 2M views and 170K likes (and counting), making her the star of the social campaign. It’s a masterclass example of how brands can turn a legitimate product complaint and dedicated brand fan into a loyalty play. (AdAge)
👀 Read more from YPulse: NYX Cold Brew on The Viral List
