NYX Skilled Makeup is expanding its presence within the metaverse with its latest partnership with iHeartMedia. The makeup brand’s spring 2023 collection shall be available for a virtual beauty experience in iHeartLand on Roblox. 

NYX has been committed to establishing its presence within the metaverse with experiences, like its recent and first-of-its-kind Meta-Pride parade this June, because it focuses on being a digital-forward brand. 

“Our community is manufactured from demanding consumers. There’s absolute confidence about that. They actually need virtual experiences and moments to attach, to interact and to essentially be inspired. It’s been critical for us to walk that walk and invent how makeup plays on this digital world. We’re embracing it,” NYX’s general manager Yasmin Dastmalchi previously told WWD.

In iHeartLand on Roblox, users will give you the option to enter the colourful and interactive House of NYX Skilled Makeup and explore the brand new spring collection by trying on three limited-edition makeup looks on their avatars. The looks feature the spring 2023 collection’s exclusive products, including Vivid Matte Brights Liquid Liner, $9, Smooth Whip Matte Lip Cream, $8, Vivid Matte Liquid Liner, $9,  and Bare With Me Blur Skin Tint Foundation, $14.

Users may also give you the option to experience the Pink Carpet, where they will take selfies with artists’ Non-Player characters from iHeartLand’s upcoming Artist Chat Series. 

“Every 12 months at NYX Skilled Makeup, we release our spring collection by surprising our community with an immersive, social and interactive experience”, said head of selling at NYX Skilled Makeup Vivianna Blanch in an announcement. “As certainly one of the leading and fastest growing cosmetics brands, we partnered with iHeart, the highest entertainment and leading audio brand, to drop our spring collection as they drop the newest in today’s music. We’re excited to immerse Roblox users into the world of entertainment, artistry, digital cosmetics and self-expression.” 

NYX and other beauty brands, including Maybelline and Charlotte Tilbury, have explored the metaverse and Roblox, which says it has 58.8 million lively day by day users, as a key experiential platform.