NYX Professional Makeup launches NYXTape
NYX Professional Makeup is highlighting five independent female artists and female songwriters with a new initiative—NYXTape.
The beauty brand shared that it the album, which consists of five tracks, will be the first to create and distribute co-owned music on TikTok's social media platform.
The NYXTape is designed to merge the worlds of music and beauty and will be released in partnership with SoundOn, which helps artists earn royalties for their music and connect with the TikTok community.
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"NYX Professional Makeup is digital-first brand rooted in entertainment and community," said Denee Pearson, 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. 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!"
The five artists whose music will be featured include Snow Tha Product, Zeina Mates, Dina Ayada, 8ae, and Ashley Mehta.
"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, vice president, 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."
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 Sunday, Feb. 2, and an album release party featuring live performances from artists on Feb. 13.
