NYX celebrate Pride with new cosmetics collection
Cosmetic brand NYX Professional Makeup has revealed its Pride 2022 campaign "Paint Your Own Story”, celebrating the LGBTQIA+ community with digital and physical experiences, live performances, and a first-of-its kind virtual meta-pride parade.
In addition, a Limited-Edition Pride Collection comprising Ultimate Eye Paints, Wonder Stick Blush, Butter Gloss, Matte Setting Spray, and #thisiseverything lip oils all in limited-edition Pride packaging has been launched.
NYX Professional Makeup has worked with People of Crypto Lab (POC), a creative and innovation lab, and The Sandbox, a leading decentralised gaming metaverse, to create an avatar collection inspired by the brand's diverse make-up shade range and to underline that make-up has no gender.
NYX first launched its ongoing "Proud Allies for All" campaign in 2020, which has seen the brand donate in excess of $150,000 to long-time partner, the Los Angeles LGBT Center.
Commenting on their support of Pride 2022, Yasmin Dastmalchi, General Manager for NYX Professional Makeup, says:
"We launched our Proud Allies for All campaign in 2020, in an effort to educate our diverse and fierce community on the importance of being an advocate for the LGBTQIA+ community. Today, the LGBTQIA+ community is a driving force in so many ways, and we are evolving our allyship to bring self-expression and diverse representation into the metaverse."
Celebrations this year will take place both in the physical and digital worlds, including a live mural painting from artist Seth Bogart, a special partnership with TikTok sensation Saucy Santana, and a Hollywood drag show. In addition, virtual pride celebrations continue on NYX Professional Makeup's Snapchat with an interactive AR lens, including a virtual meta-pride parade on 24th June.
NYX Professional Makeup