NYX Cosmetics' Latest Launch Is a Love Letter to Queer Creativity

This Pride Month, NYX Professional Makeup is cranking up the color and volume with "Pridemix," the brand's latest launch, amplifying the voices of queer and underrepresented music artists.

"Pridemix" combines the joy of music, self expression and makeup and brings together a powerhouse lineup of queer and allied artists like pop star Zolita, R&B artists Destin Conrad and Tiana Major9. Each musician brings their own story, style and voice to the campaign, reminding us how deeply intertwined identity, artistry and beauty really are.

"Authenticity is everything to me -- from my lyrics, to the people I surround myself with, to the brands I support," shares Destin in the press release. "That's why working with NYX feels so natural. They're not just showing up during Pride -- they've always shown up for the queer community."

Zolita agrees, sharing, "As a queer pop artist, makeup isn’t just something I wear -- it's part of how I communicate who I am. NYX has always backed emerging artists, especially those from marginalized and LGBTQIA+ communities, and that makes this collaboration even more meaningful."

But NYX's connection to the queer community is simply in its DNA from day one. Founded in Los Angeles, the brand rose to cult status in part because of its embrace by the drag scene and queer creatives, who found freedom in the label's expansive and affordable products.

At a time when mainstream beauty was still catching up, NYX was already offering a playground of pigments and shades that spoke to performers and artists pushing the boundaries of gender and beauty. Whether it was on the stage, on Instagram, or behind the scenes, the makeup label became a staple for drag queens, queer makeup artists and anyone else expressing themselves outside the lines. Collaborators like Kim Chi helped solidify the brand's reputation as a true ally -- not only in name, but in action.

NYX's latest "Pridemix" collection is available for purchase on the brand's official website.

For more beauty news, read about Glossier's new lip glazes, featuring KATSEYE.

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