12.19.22
As a leading beauty brand in the metaverse, NYX Professional Makeup’s digital footprint can now be seen on Roblox— which sees up to 58.8 million daily active users— via the “House of NYX Professional Makeup” launching on December 19.
This will be made possible through a partnership with iHeartMedia to continue expanding the brand’s connection with the community at play. In the “House of NYX Professional Makeup,” gamers will have different points of engagement and the opportunity to collect limited-edition makeup looks for their in-game avatars while exploring the decorated house and enjoying music from a DJ.
The limited-edition looks were inspired by the NYX Professional Makeup Spring 2023 Drop, which features the Bare With Me Blur Skin Tint Foundation ($14); new shades of The Brow Glue ($10); the Vivid Matte Liquid Liner ($9); the Vivid Matte Brights Liquid Liner ($9); and an extension of the Smooth Whip Matte Lip Cream ($8) in bold colors. NYX Professional Makeup will also be introducing the Pink Carpet on Roblox featuring emerging artists from iHeartLand’s upcoming Artist Chat Series where users can snap selfies with artists’ non-player characters (NPC’s) and chat live with them.
An industry leader in the beauty space, NYX Professional Makeup continues to define the future of beauty, makeup artistry, and e-commerce through immersive activations in the metaverse via strategic partnerships to interact with fans of the brand. This latest partnership will close out another year of digital experiences and growth in the metaverse for the brand.