NYX Professional Makeup launches spring collection experience on Roblox

By

Jennifer Braun

Published
Dec 20, 2022

NYX Professional Makeup announced on Monday the launch of its spring 2023 drop collection, available to experience virtually in iHeartLand on Roblox.

As part of a partnership with iHeartMedia, the Metaverse experience introduces the 'House of NYX Professional Makeup', where daily active users on Roblox will have the chance to explore the brand's newest collection in a dreamlike-interactive space.

In particular, users will encounter the Los Angeles brand style and have different points of engagement to collect NYX Professional Makeup's limited-edition makeup looks for their Roblox avatars. The makeup looks highlight exclusive spring 2023 products including the Vivid Matte Brights Liquid Liner, Smooth Whip Matte Lip Cream, Vivid Matte Liquid Liner, and Bare With Me Blur Skin Tint Foundation. 

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"Every year at NYX Professional Makeup, we release our spring collection by surprising our community with an immersive, social, and interactive experience", said Vivianna Blanch, head of marketing NYX Professional Makeup. 

"As one of the leading and fastest growing cosmetics brands, we partnered with iHeart, the top entertainment and leading audio brand, to drop our spring collection as they drop the latest in today's music. We are excited to immerse Roblox users into the world of entertainment, artistry, digital cosmetics and self-expression.”

Looking ahead, the partnership will carry into 2023 with the NYX Professional Makeup Pink Carpet 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.

NYX Professional Makeup is no stranger to the metaverse. It focuses on offering experiences that allow consumers to interact with NYX Professional Makeup offerings in new ways, while also empowering creators and celebrating self-expression.

The House of NYX Professional Makeup on Roblox follows the success of their Meta-Pride that brought diverse representation to the metaverse, as well as the creation of the world's first beauty DAO (Decentralized Autonomous Organization), and more.