• by Danielle Oster , Yesterday

At a time when many, if not most, brands are quietly tuning out for Pride Month, Nyx is turning up the volume.

Nyx Professional Makeup partnered with three LGBTQ+ musical artists to create “Pridemix,” which the brand describes as a “vibrant celebration of queer artistry at the intersection of music and makeup.” For the campaign, Nyx tapped Tampa-born up-and-coming R&B singer/songwriter Destin Conrad; Grammy-nominated British vocalist Tiana Major9, whose music blends reggae, soul, and R&B; and veteran American hyperpop artist Zolita.

The campaign centers around a series of videos running across Nyx’s digital and social channels.

Nyx first teased the campaign with an Instagram post for International Day Against Homophobia, Biphobia and Transphobia on May 17 featuring an image of the three musicians, in which the brand wrote, “we stand in solidarity with the LGBTQIA+ community,” and called on its audience to “Be an ally, take action!” and “work together to create a safer, more inclusive world for LGBTQIA+ individuals.”

Nyx then kicked off the campaign in earnest with a campaign video featuring all three artists. The brand shared the post on its social channels, including an Instagram post that included a message introducing the artists along with the message, “Pride is a celebration of authenticity, resilience, and the power of storytelling, and their stories are a testament to the beauty of diversity and the importance of living your truth.”

“Pridemix” follows the launch of the brand’s “NyxTape” initiative back in January, which saw Nyx collaborate with emerging women artists. According to the brand, it also reflects a history of supporting emerging artists, and a focus on the intersection of beauty with music and entertainment.

"At NYX Professional Makeup, we don't just celebrate our LGBTQIA+ family during Pride month; we celebrate them and their artistry every day," added Denee Pearson, global brand president at Nyx. "With the launch of Pridemix, we're shining a light on the underrepresented voices of queer emerging artists, while celebrating their artistry through makeup. Music and makeup are the ultimate connectors.”

Nyx’s “Proud Allies for All” campaign is a year-long effort in partnership with the Los Angeles LGBT Center, which features donations, community events, volunteering opportunities, and a “Global Allyship” training program on the brand’s website. The brand claims it has also donated more than $500,000 to related charities globally.

Last year, Nyx launched a “Family Can’t Be Framed” Pride Month campaign focused on the importance of chosen family in LGBTQ+ communities, at a time when many brands avoided Pride marketing after a far-right hate campaign targeting brands for participating in Pride Month in 2023.