NYX Professional Makeup has unveiled its 2025 Pride campaign, Pridemix.
The campaign is described as a bold celebration of queer self-expression, blending the worlds of music and make-up.
The brand, known for its bold artistry and inclusive ethos, is spotlighting the voices of emerging LGBTQIA+ musicians through a series of digital video stories.
Launched on 19 May, Pridemix features three rising stars: R&B singer Destin Conrad, alternative pop artist Zolita and Grammy-nominated singer Tiana Major9.
Each artist shares intimate reflections on identity, artistry and authenticity, with their stories brought to life across NYX Professional Makeup’s social and digital platforms throughout Pride Month.
“Authenticity is important to me – from the words that I sing, to the people I surround myself with, to the brands I work with,” said Destin Conrad.
“I am excited to work with NYX Professional Makeup because they are true allies of the queer community.”
Zolita added: “As a queer pop artist, make-up is an integral part of my self-expression.
“I am very proud to partner with a brand that has always championed underrepresented voices, especially emerging artists or those in the LGBTQ+ community.”
Tiana Major9 echoed the sentiment: “I am grateful to NYX Professional Makeup for giving me another platform to tell my story of queer love and heartbreak.
“Creating music about your life can make you feel vulnerable, but it is also incredibly empowering.”
Pridemix follows NYX’s NYXTAPE initiative, which launched in January to elevate emerging female musicians, and continues what the brand says is its strategic commitment to entertainment and community storytelling.
“At NYX Professional Makeup, we don’t just celebrate our LGBTQIA+ family during Pride Month; we celebrate them and their artistry every day,” said Denee Pearson, Global Brand President.
“With Pridemix, we are shining a light on underrepresented voices while celebrating their artistry through makeup. Music and make-up are the ultimate connectors.”
The campaign also underscores NYX’s ongoing Proud Allies for All initiative with the Los Angeles LGBT Center, which includes community events, global allyship training, and over US$500,000 donated to LGBTQIA+ charities worldwide.
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