The brand has been owned by the L'Oréal Group since 2014. L'Oréal is not certified cruelty free because many of its products—not including NYX Professional Makeup—are sold in China.

Since Akhtar’s video hit, the hashtag #transparenteyeliner has amassed over 1.3 million views on TikTok. The trend is also a summer favorite for celebrity makeup artist Hayley Kassel, who has ...