Get Ready with NYX Makeup in the Metaverse

In partnership with “Roblox” and iHeartMedia, players can collect makeup for their avatars.
License Global

December 19, 2022

Entrance of "House of NYX Professional Makeup.”
Entrance of "House of NYX Professional Makeup.”NYX

NYX Professional Makeup, in a partnership with “Roblox” and iHeartMedia, have debuted The "House of

NYX

Professional Makeup.” Part of iHeartLand's immersive world, players can explore the brand's newest collection in an interactive space. 

Users will have different points of engagement to collect NYX Professional Makeup's limited-edition makeup looks for their “

Roblox

” avatars. The three looks feature exclusive spring 2023 products Vivid Matte Brights Liquid Liner, Smooth Whip Matte Lip Cream, Vivid Matte Liquid Liner and Bare With Me Blur Skin Tint Foundation. The partnership will carry into 2023, where the brand's presence will also be spotlighted through 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 (NPCs) and chat with them live. 

"Every year at NYX Professional Makeup, we release our spring collection by surprising our community with an immersive, social,

and interactive experience," says Vivianna Blanch, head, 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." 

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