Key Takeaways:
NYX Professional Makeup is no stranger to the metaverse. The brand has long appealed to Gen Z audiences—who spend roughly 25% of their leisure time playing video games—by expanding its digital footprint across platforms. Roblox, in particular, has been a brand favorite since 2022, when NYX Professional Makeup launched its "House of NYX Professional Makeup" experience in collaboration with iHeartLand to debut its Spring 2023 collection.
This year, NYX Professional Makeup is heading back to Roblox with a takeover of Bayside High School, the platform’s top high school-themed experience. In 2025, Roblox boasts an estimated 380 million monthly active users, with 52.1 million daily active users (DAU) over the age of 13. Bayside High alone attracts 23 million monthly visitors, making it a prime spot for NYX Professional Makeup to connect with Gen Z consumers and inspire creativity and self-expression through in-game experiences.
The high school is transformed into a “beauty-infused playground,” where players are guided through four different mini-games. Two of these focus on the new Smushy Matte Lip Balm: an obstacle course called the Smushy Track Race, and the Dessert Pairing Game, where players match lip balm flavors to customers at a dessert shop. Players can also race to find NYX Professional Makeup’s Face Glue Gripping Primer in the Face Glue Scavenger Hunt and participate in Makeup Class to design their own looks and vote on their classmates’ creations. Players can also unlock exclusive free rewards, such as a Mochi Shoulder Pet and Gluey Backpack.
"This is what the future of beauty looks like—interactive, community-driven, and rooted in creativity and fun," said Yasmin Dastmalchi, General Manager of NYX Professional Makeup, in a press release. "We are building experiences that invite players to explore, express, and glamify whether digital or in-person."
This back-to-school activation builds on NYX Professional Makeup’s history of merging beauty with digital innovation. Past campaigns have included celebrating Pride with “Game Out Loud,” Halloween partnerships with the ULTAverse, and the launch of Dream Vortex NFTs.
NYX Professional Makeup is not alone in the gaming space. Brands like Givaudan, Sol de Janeiro, and Fine’ry have also ventured into Roblox, reflecting a growing beauty-industry trend. According to McKinsey, beauty could contribute $9-$10 billion to the global economy in 2025 through the adoption of generative AI and metaverse strategies.
The Bayside High School takeover runs through August 29.
