NYX Professional Makeup has announced the launch of NYXTAPE, a mixtape composed of five original tracks co-created with independent female artists and songwriters. This project is the first to integrate music and makeup on TikTok, the platform with over one billion global users.
With this initiative, NYX amplifies the voices of women creators, merging musical creativity with its global community of over 30 million social media followers. “NYXTAPE gives us the opportunity to advocate for women in the music industry, 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,” stated Denee Pearson, Global Brand President of the brand.
Who are the artists involved?
The mixtape is launched in collaboration with SoundOn, TikTok’s music distribution platform, which helps artists earn royalties and connect with global audiences. Additionally, NYX will be the first brand to have an “Artist Profile” on TikTok, allowing fans to download tracks directly from their @nyxcosmetics account.
The NYXTAPE project features five independent artists: Snow Tha Product, Zeina Mates, Dina Ayada, 8ae, and Ashley Mehta. These creators gathered at a three-day songwriting camp organized by NYX and TikTok, led by DJ Rosegold. The event included GRAMMY-winning producers from Warner Chappell Music, who collaborated with the artists to create tracks inspired by NYX’s Spring 2025 product launches.
Where can you listen to NYXTAPE?
NYXTAPE tracks are available on NYX’s TikTok account (@nyxcosmetics) and can be downloaded from platforms such as Spotify. The music videos, which were also produced during the camp, showcase looks created with the brand’s exclusive makeup.
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NYXTAPE: An ambitious strategy in the beauty and music industries
This mixtape represents a bold step for NYX Professional Makeup, reinforcing its commitment to diversity and inclusion. By focusing its support on emerging female artists, NYX demonstrates how brands can leverage their reach to create meaningful opportunities.
On the other hand, NYXTAPE also strengthens the connection between makeup and entertainment, uniting two worlds that share passionate audiences. The brand is no stranger to music, having collaborated with renowned artists and produced original tracks such as “Buttergloss Pop” and “Swipe, Slash, Beat, Repeat.”
How does NYXTAPE relate to the marketing strategy for Generation Z?
This initiative is part of NYX Professional Makeup’s strategy to solidify its positioning among Generation Z, TikTok’s primary user base. By combining music, creativity, and makeup, the brand organically connects with a young audience that values authenticity and immersive digital experiences. Additionally, NYXTAPE reflects the values of inclusion and diversity that resonate deeply with this generation.
What can you expect from the NYXTAPE launch?
The mixtape will be promoted through various marketing activities, including a commercial set to air during the 2025 GRAMMY Awards broadcast on February 2. Additionally, a launch party featuring live performances by the artists will be held on February 13.
NYX Professional Makeup
NYX Professional Makeup is a modern, digitally native brand recognized for its focus on emerging beauty trends. Based in Los Angeles and present in over 70 countries, NYX combines a professional approach with accessibility, making it a favorite among content creators and consumers alike.
With NYXTAPE, the brand reaffirms its position as a leader at the intersection of beauty and entertainment, proving that makeup can also be a form of musical expression.
