NYX Professional Makeup is setting a new standard.

By Kayla Greaves
May 26, 2020 @ 6:53 pm
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With June right around the corner, many retailers will begin to paint their online storefronts all the colors of the Pride flag, and perhaps even donate a portion of their revenue to LGBTQ+ organizations.

But once June comes to a close, so does much of the support. However, NYX Professional Makeup's latest campaign is aiming to set a new standard.

Beginning May 26, the cosmetics giant, in partnership with the Los Angeles LGBT center, will launch its #ProudAlliesForAll campaign, an initiative that will help train the masses on how to be an LGBTQ+ ally — something we definitely need all year long.

"NYX Professional Makeup has always stood for inclusivity and community, and it’s important for the brand to use its platform to celebrate the community that has a big part in who we are today," Yann Joffredo, global brand president at NYX Professional Makeup, shares with InStyle. "The brand has had a longstanding commitment to the LGBTQ+ community and proudly champions self-expression through artistry for all."

With stay-at-home orders still in place around the globe, NYX's Pride celebration and training programs will solely be offered online, kicking off with a virtual Pride march on June 1.

For the first-of-its-kind parade, consumers will be asked to participate by posting an image of themselves with the “Proud Allies” Instagram filter (available on the @nyxcosmetics Instagram page), while sharing who they march for.

To get in the spirit of Pride, NYX is offering three new dazzling products to their already colorful lineup, which are all available now.

NYX Professional Makeup

Pride Edition Brights Ultimate Shadow Palette

To shop: $18; ulta.com

NYX Professional Makeup

Pride Edition Vivid Bright Eyeliner

To shop: $7; ulta.com

NYX Professional Makeup

Pride Edition Shout Loud Satin Lipstick

To shop: $9; ulta.com

NYX's #ProudAlliesForAll campaign will run for a full year, until Pride month 2021. A release for the collection says NYX Professional Makeup has donated more than $50,000 to global LGBTQ+ organizations, including the Los Angeles LGBT Center.

"The Los Angeles LGBT Center is proud to partner with brands that share our vision for a world where LGBT people can thrive as healthy, equal, and complete members of society," says Ariel Bustamante, training and coaching manager of the LGBT Center’s RISE Program. "It’s essential that we engage and empower LGBT people and their allies not only during Pride month but throughout the year."

To learn more about NYX's #ProudAlliesForAll campaign, visit www.nyxcosmetics.com.