NYX Professional has launched a make-up range inspired by the upcoming A Minecraft Movie.
The “buildable” collection is based on several creatures and items found in the game including pigs, wolves, bees and its most coveted item, diamonds.
It includes the Cheeky Mob Blush Balms, which come in three shades and are housed in stackable cube packaging.
The Rare Highlight Balms are available in three luminous shades including Blow your Mine, Diamond Drip and Going Gold.
A trio of Minecraft-themed Fat Oil Slick Clicks also feature in the range in Hunk City, Cherry Grove Girlie and Redstone Mine hues.
A mirror based on Minecraft’s nether portals – which transport the player to its version of hell – is also available albeit in blue rather than the in-game purple theme.
The L'Oréal-owned make-up brand said the collection is aimed at “connecting make-up and gaming communities through artistry and entertainment”.
"At NYX Professional Makeup, we lead by bringing together communities through artistry and innovation," said Denee Pearson, Global Brand President at NYX.
“The core values of Minecraft align with NYX Professional Makeup's core values, and we love that Minecraft is for everyone.
“We champion creativity with this partnership by merging gaming, make-up, and pop culture lovers with products authentic to the Minecraft fanbase: stackable buildable colours, custom MOB blocks, special-edition Fat Oil Slick Clicks and A Minecraft Movie mirror.”
Minecraft was released for PC on 17 May 2009, originally titled as Cave Game, evolving through alpha and beta versions until its official 1.0 launch on 18 November 2011.
The brainchild of Markus Alexej Persson, also known as Notch, has become a worldwide phenomenon with an estimated 300 million copies of the game having been sold.
It was developed under Alexej Persson’s Swedish gaming studio Mojang, and was acquired by Microsoft in September 2014 in a US$2.5bn deal.
The new movie starring Jack Black and Jason Momoa, which opens in theatres on 4 April, pays homage to the visual and gameplay of the crafting and building-focused video game.
NYX Professional has been increasingly targeting the gaming community with its launches in recent years.
It launched its spring collection on metaverse platform Roblox in 2023, using destination iHeartLand to let users virtually explore the range on the platform in a dream-like space.
Consumers were able to engage with the brand at different points and collect limited edition make-up looks for their avatars.