NYX, the L'Oréal-owned make-up brand, is the latest beauty brand to tap into esports marketing.
The colour cosmetics specialists have previously partnered with Nintendo for its best-selling video game Animal Crossing New Horizon, but the sponsoring of esports team Dignitas marks NYX's first investment in professional gaming.
As official beauty partner for Dignitas, NYX will work with the gamers to showcase their favourite make-up looks across their individual social media channels.
NYX Professional Makeup will also introduce a number of content and experiential initiatives, including include Glow Up Charity activations, tournaments in various top esports titles and live make-up tutorials focused on live streaming and content creation.
Yann Joffredo, Global Brand President of NYX Professional Makeup, said: "This partnership allows us to push the boundaries within entertainment and gaming as we celebrate women gamers within our global communities."
Meanwhile, Emmalee "EMUHLEET" Garrido, Team Captain for Dignitas' All-Women roster, described the sponsorship as breaking down barriers for women in gaming.
"For a premiere cosmetics brand like NYX Professional Makeup to break barriers, come into our industry, and recognize these incredible pioneers in gaming, means everything to me, my teammates and our community," she continued.
"Through Dignitas' new partnership with NYX Professional Makeup, I'm honored to educate, inspire, and engage a truly deserving segment of gamers that make this industry a better space."
In recent years, the beauty and male grooming industries have increasingly explored esports and gaming as a marketing channel.
MAC, Sephora, Benefit Cosmetics, Manscaped, Nivea Men have all invested in the sector.
