Beauty Store Business magazine - January, 2020

NYC Cosmetics Announces 2014 FACE Awards Winner

The winner of NYX Cosmetics’ 2014 Fine Artistry of Cosmetic Elites Awards is Adelaine Morin, the face and voice behind YouTube channel C0OK1EMONSTER. NYX Cosmetics hosted the 3rd Annual NYX FACE Awards—a multi-national competition to find the rising beauty star of YouTube—Friday, Aug. 2 at Club NOKIA in Los Angeles.

A Top 6 finalist during the NYX FACE Awards 2013 competition, Morin took this year’s title of Beauty Vlogger of The Year, winning $25,000, consultations with professional makeup artists, a year’s supply of NYX Cosmetics, and the promise of a budding professional career in makeup artistry and as a beauty influencer.

The 16-year-old Canadian started her YouTube channel in the summer of 2011 as a way of procrastination. She launched her career with the simple goal in mind to be herself and make people smile.

“When Catt said my name and the crowd started cheering, I started crying. I wish I could have run around the stage, I had so much energy,” said Morin. “NYX Cosmetics accepted me when I was a small channel with only 10,000 subscribers and after a whole year, they helped me grow to 400,000 followers. That's way too crazy to think about. Out of all the cool, huge YouTube channels, the fans and judges picked me! I had no idea I could achieve this much ever.”

More than 2,000 online beauty gurus entered the NYX FACE Awards. After a series of video challenges, the YouTube public narrowed it down to six top finalists, who took to the NYX FACE Awards stage at Club NOKIA to have their work assessed by the esteemed judging panel. The judges included A-listers Beau Nelson, who has a star-studded clientele roster including Nicole Richie, Jessica Alba and Blake Lively; beauty director of Teen Vogue Elaine Welteroth, Target Beauty Concierge Advisor Kaisha Vega and YouTube sensation and ipsy stylist Promise Phan.

YouTube sensations P’Trique and Amy Pham from The Platform, joined forces to co-host the event alongside lead host E!’s Catt Sadler. More than 300,000 votes were cast during this year’s competition, with estimated impressions going beyond the 120 million set last year.

Hollywood “it” girls stepped out to celebrate the aspiring makeup artist community, including actresses Sasha Pierterse (Pretty Little Liars), Chloe Bridges (The Carrie Diaries), Shenae Grimes (90210) and Brandi Cyrus.

Other than planning to donate some of her prize winnings to ovarian cancer research (in honor of her grandmother) and save the rest for college, Adelaine sees the next stage of her glowing future very much an open door of possibilities. “I wish this could happen to all of my subscribers that accepted me when nobody else did. The NYX FACE Awards was such a great experience, and I recommend everyone give it a try. You have nothing to lose. All you have is the potential to gain,” said Morin.

Inspired by the ever-growing and enthusiastic community of beauty vloggers on YouTube and across the Web, NYX Cosmetics first launched the FACE Awards project in 2012 to support and give recognition to this group of rising beauty stars, rewarding them for their passion and creativity.

“The NYX FACE Awards competition was created to empower beauty influencers and act as a launch pad for achieving their dreams,” said NYX Cosmetics CEO Scott Freidman. “We are proudly committed to offering this unique platform for beauty vloggers, providing them the opportunity to further develop their talent, support their career growth and gain recognition within the makeup artistry industry.”

Visit for exclusive content from this year’s FACE Awards competition, including a live stream of the live event.

[Images courtesy of NYX Cosmetics/Getty Images]