NYX Professional Makeup announced today its Pride 2022 campaign, “Paint Your Own Story.” The brand will celebrate the LGBTQIA+ community with month-long activities, featuring digital and physical experiences, live performances, and a first-of-its kind virtual meta-pride parade.
To launch the virtual meta-pride parade on June 24, NYX Professional Makeup has tapped People of Crypto Lab (POC), a creative and innovation lab dedicated to increasing representation in Web3, and The Sandbox, a leading decentralized gaming metaverse. With diversity and inclusion at the heart of the partnership, NYX Professional Makeup will be the first cosmetics brand to be integrated into The Sandbox. The Web3 initiative will include a uniquely diverse representation of marginalized communities in the form of digital NFT avatars. The brand’s avatar collection was inspired by their diverse shade range, leveraging the transformative power of makeup and to underline that makeup has no gender. With this initiative the brand also hopes to continue to inspire consumers’ self-expression.
NYX Professional Makeup remains focused on community both in the digital and physical world, and will kick off month-long Los Angeles celebrations, including a live mural painting from artist Seth Bogart; a special partnership with TikTok sensation Saucy Santana; and a drag show open to the public on June 9, at Heart West Hollywood. For those who are not available to celebrate locally, the virtual pride celebrations continue on NYX Professional Makeup’s Snapchat with an interactive AR lens.
“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,” said Yasmin Dastmalchi, General Manager for NYX Professional Makeup. “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.”
Since launching its ongoing “Proud Allies for All” campaign, NYX Professional Makeup is proud to have donated more than $150,000 to longtime partner, the Los Angeles LGBT Center. Beginning June 1, consumers are encouraged to support the center by donating at checkout on nyxcosmetics.com. All donations fund programming to help educate audiences about what it means to be an ally to the LGBTQIA+ community.
The 2022 NYX Professional Makeup Pride collection affirms that makeup has no gender and supports the “Paint Your Own Story” campaign with limited edition offerings including Ultimate Eye Paints ($10 USD), #thisiseverything Lip Oil ($6 USD), Matte Setting Spray ($9.50 USD), Wonder Stick Blush ($14 USD) all in limited-edition Pride packaging alongside the latest shade of the best-selling Butter Gloss, Sugar Glass ($5 USD).