NYX Professional Makeup launches “Paint Your Own Story” pride campaign, continuing its ongoing commitment to the LGBTQIA+ community with a first-of-its-kind Meta-Pride Parade

The brand expands its “Proud Allies for All” commitment to the metaverse, partnering with the folks at Crypto Lab to increase representation in virtual spaces

LOS ANGELES, May 31, 2022 /PRNewswire/ — NYX Professional Makeup today announced 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 one-of-a-kind virtual meta-pride parade.

To launch the virtual meta-pride parade on June 24, NYX Professional Makeup enlisted the People of Crypto Lab (POC), a creative and innovation lab dedicated to increasing representation on the 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 unique and diverse representation of marginalized communities in the form of digital NFT avatars. The brand’s avatar collection draws inspiration from their diverse shade range, harnessing the transformative power of makeup and emphasizing that makeup has no gender. With this initiative, the brand also hopes to continue to inspire consumer self-expression.

NYX Professional Makeup remains focused on the community in both the digital and physical world, and will launch month-long celebrations in Los Angeles, including a live mural by artist Seth Bogart; a special partnership with TikTok sensation Saucy Santana; and a drag show open to the public on June 9 at the Heart West Hollywood. For those unavailable to celebrate locally, 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, with the goal of educating our diverse and fierce community on the importance of being an advocate for the LGBTQIA+ community,” said Yasmin Dastmalchi, Managing Director of NYX Professional Makeup. . “Today, the LGBTQIA+ community is a driving force in many ways, and we are evolving our alliance to bring self-expression and diverse representation to the metaverse.”

Since launching its ongoing “Proud Allies for All” campaign, NYX Professional Makeup is proud to have donated over $150,000 to its longtime partner, the Los Angeles LGBT Center. Beginning June 1, consumers are encouraged to support the center by donating at checkout at nyxcosmetics.com. All donations fund programs to help educate the public about what it means to be an ally to the LGBTQIA+ community.

The NYX Professional Makeup Pride 2022 collection affirms that makeup has no gender and supports the “Paint Your Own Story” campaign with limited-edition offers including Ultimate Eye Paints ($10), #thisiseverything Lip Oil ($6 ), Matte Setting Spray ($9.50). USD), Wonder Stick Blush ($14) all in limited-edition Pride packaging alongside the latest shade from bestselling Butter Gloss, Sugar Glass ($5).

For more information on NYX Professional Makeup’s “Proud Allies for All” and “Paint Your Own Story” campaigns and how to participate, visit nyxcosmetics.com/proudallies.

ABOUT NYX PROFESSIONAL MAKEUPNYX Professional Makeup is a modern, digital-native makeup brand on the cutting edge of today’s emerging beauty trends. A leader in the global color cosmetics industry, NYX Professional Makeup is an affordable professional makeup line with all the shades, colors and tools needed to create makeup artistry on every level. Rooted in a professional artistic heritage, NYX Professional Makeup benefits from a successful multi-channel approach at the forefront of digital and retail. A social media pioneer, NYX Professional Makeup is one of the most influential and top-ranked brands, and is followed by top beauty vloggers, Instagram stars and their millions of fans. Although based in the heart of Los Angeles, NYX Professional Makeup is a global brand available in more than 70 countries through thousands of retailers including specialty beauty and fashion stores, independent boutiques and beauty supply stores, as well as at www.nyxcosmetics.com.

ABOUT THE LOS ANGELES LGBT CENTERSince 1969, the Los Angeles LGBT Center has cared for, advocated for, and celebrated LGBT individuals and families in Los Angeles and beyond. Today, the Centre’s nearly 800 staff provide services to more LGBT people than any other organization in the world, delivering programs, services and global advocacy spanning four broad categories: health, social services and housing, culture and education, leadership and advocacy. We are an unstoppable force in the fight against bigotry and the struggle to build a better world; a world in which LGBT people thrive as healthy, equal and full members of society. Learn more at lalgbtcenter.org.

ABOUT CRYPTO LAB PEOPLEPeople of Crypto Lab (POC) is a creative and innovation center dedicated to increasing diversity, participation and representation in Web3 with a mission to build the metaversal blueprint for inclusion and empowerment black and brown women, BIPOC, LGBTQIA+ and people with disabilities. POC firmly believes that Web3 can only evolve if diversity and inclusion are rooted in the foundations of what is being built. POC strives to remain blockchain-agnostic and create unbiased use cases for multi-chain interoperability. POC Lab was founded by Akbar Hamid, a leading Web3 creative communications strategist and gay South Asian Muslim, and Simone Berry, a black and neurodiverse Web3 degeneracy and former fashion product designer. Top advisers include executives from The Sandbox, Animoca Brands, Polygon Studios, WAX, Borderless Capital, Deadfellaz and more. People of Crypto Lab is committed to improving society through crypto activism, representation, and equal opportunity for all. For more information, please visit https://www.peopleofcrypto.io/ and follow us on Twitter, Instagram and Discord.

ABOUT THE SANDBOXThe Sandbox, a subsidiary of Animoca Brands, is one of the decentralized virtual worlds fueling recent growth in demand for virtual real estate through partnerships with major IPs and brands such as Warner Music Group, Ubisoft, The Rabbids, Gucci Vault, The Walking Dead, Snoop Dogg, Adidas, Deadmau5, Steve Aoki, Richie Hawtin, The Smurfs, Care Bears, Atari, ZEPETO, CryptoKitties, and more. Building on an existing IP with over 40 million global mobile installs, the Sandbox Metaverse offers gamers and creators a decentralized and intuitive platform to create immersive 3D worlds and gaming experiences and to store , exchange and monetize their creations in complete safety. For more information, visit www.sandbox.game and follow the regular updates on TwitterMedium and Discord.

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