NYX Professional Makeup names Dignitas as beauty partner
NYX Professional Makeup is entering the world of esports.
The brand recently announced that it was named as the official beauty partner of Dignitas, the esports vertical of New Meta Entertainment.
Through this partnership, NYX Professional Makeup aims to create content that is centered around self-expression, empowerment and furthering opportunities for underrepresented groups in gaming.
“Now more than ever, gaming and esports are just as much a space for women as they are for men; this partnership with NYX Professional Makeup acknowledges that new landscape,” said Esports Hall of Fame inductee Heather Garozzo, who is vice president of talent at Dignitas. “We’re proud to welcome a brand that shares the same vision for inclusivity, freedom of expression and sense of community that is shared by our professional gamers and content creators. This partnership not only celebrates Dignitas’ amazing influencers, but is a nod to all the women gamers that have long waited for a fashion and makeup brand to acknowledge their passion for gaming.”
In addition to the partnership, the companies will offer behind-the-scenes glimpses of how the women in esports prepare their game day looks ahead of the competition across Twitter, Instagram, YouTube and TikTok.
Participating athletes include Emmalee “Emuhleet” Garrido, Stefanie “Stefanie” Jones, Melisa “theia” Mundroff and Amanda “rain” Smith.
“As a gaming veteran, I’ve always known that I and countless other women that aspire to win gaming world championships belong here, despite often being told we have no place in gaming” said Garrido, team captain of Dignitas’ all-women roster. “For a premiere cosmetics brand like NYX Professional Makeup to break barriers, come into our industry and recognize these incredible pioneers in gaming means everything to me, my teammates and our community. Through Dignitas’ new partnership with NYX Professional Makeup, I’m honored to educate, inspire and engage a truly deserving segment of gamers that make this industry a better space.”
Lastly, NYX Professional Makeup also will support the upcoming all-women’s "Verizon VCT Game Changers, Presented by Dignitas" event. The beauty brand will award a match MVP for each series, and all competing players will receive products from the brand as well.
“We are thrilled to partner with Dignitas, who are equally as passionate about championing inclusivity and underrepresented groups,” said Yann Joffredo, global brand president of NYX Professional Makeup. “This partnership allows us to push the boundaries within entertainment and gaming as we celebrate women gamers within our global communities. We look forward to the future of NYX Professional Makeup and Dignitas as we continue to evolve together.”