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12/27/2022

NYX Professional Makeup previews its spring 2023 drop on Roblox’s iHeartLand

NYX Professional Makeup’s spring 2023 collection is available to experience virtually via iHeartLand on Roblox.
Gisselle Gaitan
Online Editor
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NYX Professional Makeup is entering the metaverse in a major way.

The Los Angeles-based beauty company shared that its spring 2023 collection will be available to experience virtually via iHeartLand on Roblox.

[Read more: Sign of the times: Customized cosmetics, skin care lead 2022 trends]

Through a partnership with iHeartMedia, the brand’s House of NYX Professional Makeup in the immersive world gives daily active users on Roblox the opportunity to explore its new collection in a dreamlike-interactive space, the company said.

“Every year at NYX Professional Makeup, we release our Spring Collection by surprising our community with an immersive, social, and interactive experience,” said Vivianna Blanch, Head of Marketing NYX Professional Makeup. “As one of the leading and fastest growing cosmetics brands, we partnered with iHeart, the top entertainment and leading audio brand, to drop our Spring Collection as they drop the latest in today's music. We are excited to immerse Roblox users into the world of entertainment, artistry, digital cosmetics and self-expression.”

In the house, users will encounter NYX Professional Makeup’s brand style and collect limited-edition makeup looks for their Roblox avatars in three options featuring exclusive spring 2023 products — Vivid Matte Brights Liquid Liner, Smooth Whip Matte Lip Cream, Vivid Matte Liquid Liner and Bare With Me Blur Skin Tint Foundations.

[Read more: NYX Professional Makeup enters the world of ‘Avatar’ with limited-edition collection]

NYX Professional Makeup’s spring 2023 collection and avatar looks are now shoppable online.

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