NYX Professional Makeup has just announced the launch of NYXTAPE, marking the first time a beauty brand has created and distributed co-owned music on TikTok.
The mixtape contains five new and exclusive tracks created in collaboration with five independent female artists and female songwriters.
Released with the help of TikTok's music distribution and promotion platform SoundOn, the effort also positions NYX as the first brand to have an Artist Profile on TikTok.
@nyxcosmetics pov: ur on set creating an ALBUM with the most incredible artists @Snow Tha Product @Ashley Mehta @ZEINA @Dina Ayada @8ae follow us along on this journey, partnering with 5 independent female artists to create a NYXTape 🎙️💋 stream all five tracks NOW on Spotify! #nyxcosmetics #nyxprofessionalmakeup #newmusic #behindthesong ♬ Stuck - Nyx Professional Makeup
In a press release, NYX Global Brand President Denee Pearson emphasized the brand's digital-first nature and its roots in both community and entertainment:
"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!"
TikTok Global Business Solutions VP Khartoon Weiss also highlighted how the platform is the best choice for forward-thinking brands with its innovative marketing solutions.
NYXTAPE will be supported by a major commercial that will air during the 2025 Grammy Awards on February 2, as well as an album release party featuring live artist performances on February 13.
NYX Professional Makeup frequently collaborates with celebrity artists and sponsors major music festivals globally.
With this latest effort, NYX upholds its brand purpose by reaffirming its commitment to supporting the arts.
In the Mix
NYXTAPE features independent artists Snow Tha Product, Zeina Mates, Dina Ayada, 8ae, and Ashley Mehta.
Each of the musicians was invited to a three-day songwriting camp led by DJ Rosegold last July 2024, where they wrote and produced songs inspired by NYX's Spring 2025 product launches with the help of Grammy Award-winning music producers from Warner Chappell.
@nyxcosmetics inspired by Face Glue, track by @Snow Tha Product …this song will leave u STUCK 😉🫧 #nyxtape #newmusic #faceglue ♬ original sound - NYX Professional Makeup
The camp ended with a music video shoot, where the five artists wore makeup provided by the brand.
Their music videos are available on the @nyxcosmetics TikTok account, where fans can download the tracks directly.
Last June, the brand launched a glamorous Pride Month campaign in collaboration with members of the House of Avalon.
