TikTok Drops Its First-Ever Beauty Mixtape In Partnership With NYX
info@hypebae.com (Hypebae) Fri, 10 Jan 2025 Hypebae
When beauty and music collide, magic happens. NYX and TikTok are unveiling a game-changing partnership, the "NYXTAPE," a makeup mixtape born from the minds of Snow Tha Product, Zeina Mates, Dina Ayada, 8ae and Ashley Mehta.
This past summer, the brand hosted an exclusive writing camp for the independent talent, led by DJ Rosegold. Together, they crafted and wrote original tracks with the guidance of Warner Chappell Music producers. Drawing inspiration from NYX's Spring 2025 product launches — the "Lip I.V." Lip Gloss Stain, "Blade & Shade" Brow Pencil, "Buttermelt Glaze Soft Glow" Skin Tint SPF 30 and "Duck Plump" Plumping Lip Liner — the artists infused their work with the brand's new beauty essentials. The creative journey finished with a music video, where the artists showcased the products, with NYX makeup artists bringing the looks to life on camera.
"NYX Professional Makeup is a digital-first brand rooted in entertainment and community," said Denee Pearson, the brand's Global Brand President. "We lead with innovation while maintaining authenticity in everything we do. We continue to meet our community where they are: on TikTok, where music and makeup intersect. You know what NYX looks like and now you'll know what NYX sounds like."
As the first beauty brand to release music on TikTok, NYX is showcasing the project to its 30 million social media followers, while also reaching the platform's vast 1 billion users. In partnership with SoundOn, TikTok’s music distribution and promotion platform, NYX is the first brand with an "Artist Profile," giving users the ability to download music directly from the brand's account. True to its commitment to diversity and inclusivity, NYX aims to empower emerging female artists, supporting their journey toward success by providing a platform for their voices to be heard.
NYX Professional Makeup's Spring 2025 product launches retail between $10 USD and $16 USD and are now available on the brand's website. The music videos and all the tracks from each artist are available on the brand's TikTok account, as well as Spotify and other streaming services.
For more makeup news, check out our coverage of MAC's new '90s "Nudes" makeup collection.
Click here to view full gallery at Hypebae
