NYX Professional Makeup Invites Fans to a Virtual Meta-Pride Parade in the Metaverse

NYX Professional Makeup invites fans to a first-of-its-kind virtual "meta-pride parade" taking place in the metaverse on June 24th. 

NYX Professional partnered with People of Crypto Lab to create the virtual experience. The brand will also celebrate the LGBTQIA+ community with month-long activities, featuring various digital and physical experiences and live performances.

The beauty brand's "Paint Your Own Story" Pride Campaign aims to spread the word about the brand's ongoing commitment to LGBTQIA+ community. 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.

Yasmin Dastmalchi, general manager for NYX Professional Makeup, comments, "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."

She continues, "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."

More Details 

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.

Month-Long Celebrations

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.