Cosmetics giant NYX just pulled up with a Pride beauty campaign we can actually appreciate. Over the past few weeks, too many of us have felt overwhelmed (and downright disrespected) by the commodification of equity movements like Pride Month and Juneteenth. So, we are so here for the brand’s 2022 Makeup Pride collection, which of course is pushing products, but is also part of a larger campaign to help increase the representation of diverse communities.
Throughout the month, NYX Professional makeup will be hosting in-person and meta events supporting the LGBTQIA+ community. This includes live mural painting from artist Seth Bogart, a special partnership with TikTok sensation Saucy Santana, and an open-to-the-public drag show on June 9 at Heart West Hollywood.
In the meta world, NYX is hosting several virtual celebrations, including the first-ever metaverse Pride parade. The beauty brand partnered with The Sandbox to create the virtual celebration, which will be hosted June 24 on its dcentralized gaming platform. The meta event will also feature a diverse set of digital NFT avatars developed by People of Crypto Lab to help “leverage the transformative power of makeup and to underline that makeup has no gender.”
“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.”
And, the new makeup collection ties in with the activities with its “Paint Your Own Story” campaign featuring limited-edition offerings of fan faves, including Ultimate Eye Paints ($10), #thisiseverything Lip Oil ($6), Matte Setting Spray ($9.50), and Wonder Stick Blush ($14).
Learn more about NYX Professional Makeup’s “Proud Allies for All” and “Paint Your Own Story” campaigns, as well as the meta parade at nyxcosmetics.com/proudallies.