NYX turns up the volume on female artists in makeup-inspired mixtape

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Beauty brand NYX Professional Makeup (NYX) is blending music, makeup and female empowerment with its latest "NYXTAPE" initiative. The NYXTAPE brings music producers, emerging music artists and the brand's makeup artists to create original NYX music inspired by the brand's latest makeup drop.

The emerging female artists include Snow Tha Product, Zeina Mates, Dina Ayada, 8ae and Ashley Mehta. The songs were co-produced with GRAMMY award-winning producers and featured the brand's Spring 2025 product launches such as the 'Face glue primer and setting spray', 'Lip I.V. hydrating gloss stain', 'Buttermelt glaze skin tint', 'Blade and shade nano brow pencil' and 'Duck plump pluming lip liner'.

NYXTAPE is released in partnership with SoundOn, TikTok's music distribution and promotion platform, enabling the artists to earn royalties for their music and connect with TikTok's global community.

Don't miss: Sephora unveils 37-minute documentary style film featuring employees

NYX will also become the first brand to have an 'artist profile' on TikTok, allowing fans to download tracks from the campaign directly from its TikTok account.

The initiative is in line with the brand's values of diversity and inclusivity, according to a statement seen by MARKETING-INTERACTIVE.

"NYX Professional Makeup is digital-first brand rooted in entertainment and community," said Denee Pearson, global brand president, NYX.

"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. NYXTAPE gives us an opportunity to advocate for women in the music industry, by supporting independent artists in a space where they can truly be heard. You know what NYX looks like, now you'll know what NYX sounds like," added Pearson.

"TikTok is the platform of choice for forward-thinking brands who want to accelerate business growth with innovative marketing that meaningfully connects with their audiences", said Khartoon Weiss, VP, global business solutions at TikTok.

"Our partnership with L'Oréal and NYX Professional Makeup is powered by our creator economy, and celebrates female-led creativity in music that moves TikTok's global community of over a billion users," added Weiss.

The NYXTAPE album will be supported with a variety of marketing activations, including a NYXTAPE commercial set to air during the 2025 GRAMMY Awards telecast on 2 February and an album release party featuring live performances from artists on 13 February.

NYX is no stranger to music. The beauty brand has collaborated with prominent celebrity artists and sponsored major music festivals all over the world. It also created the original song and viral dance challenge "Buttergloss pop" for TikTok, and released another original song, titled Swipe, Slash, Beat, Repeat to support its 2024 Halloween campaign.

The brand isn't the only beauty brand to spotlight diversity in its recent campaign. Beauty retailer Sephora has unveiled an inaugural global documentary to shed light on the purpose of beauty and celebrate diversity and authenticity on all fronts.

Titled "Beauty and belonging", the 37-minute immersive film features conversations with over 75 Sephora employees and founders of popular beauty brands from various backgrounds and ethnicities.

Filmed over six months in studios and real-life environments across eight countries including Brazil, Canada, China, France, Poland, Thailand, the United Kingdom (UK) and the United States (US), the film explores individual experiences and perspectives on beauty, from the importance of a diverse representation in society, to embracing ones' authentic beauty.

The film also includes testimonials from brand founders such as Christine Chang and Sarah Lee from Glow Recipe, Danessa Myricks from Danessa Myricks Beauty, Mario Dedivanovic from Makeup by Mario, Mathilde Thomas from Caudalie, and Akash and Nikita Mehta from Fable & Mane.

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