N.Y.C. New York Color is an American cosmetics brand. It was announced that Demi Lovato is the new global ambassador for "N.Y.C. New York Color".  In 2016, Lovato released her own makeup collection with New York Color titled Lovatics by Demi.
"NYC makeup products and tools work hard and play hard for you at every time of the day and for every budget! At New York Color, we are striving to capture the city's energy, style and vibe. Discover our go-to beauty essentials and trendy looks straight from the city that never sleeps. Dynamic. Pulsating. Captivating. The skyline of endless possibilities inspries new hues for every shift in moment 24/7."