Megan Thee Stallion Fronts NYX's First Body Care Campaign

NYX Professional Makeup is stepping into body care for the first time.

The brand brought in three-time Grammy-winning rapper Megan Thee Stallion to front the launch of the Caramelt Mami Body Oil.

The campaign is set to Megan's hit "Body" and rolls out globally across social, digital, and retail channels.

The brand has mixed music and beauty before, distributing a co-owned mix tape with independent female artists last year. 

This time, NYX is putting Megan at the center, with the product launched with her voice, her image, and her track.

"When it comes to the beauty industry, NYX always raises the bar, pushes boundaries and sets new trends, so it's the perfect partnership.

I know the Hotties are going to love what we've been working on together," Megan said in a press statement.

A bigger brand activation has been teased but not yet disclosed.

Inside the Fat Oil Body Line

Caramelt Mami Body Oil leads the new Fat Oil Body collection, which covers body oils, lotions, butters, and mists in four scents.

The formula combines avocado oil and vitamin E with a makeup-inspired bronze shimmer, promising 24 hours of hydration and what the brand calls a "fat" glow.

The collection is available now on nyxcosmetics.com and the brand's TikTok Shop, with global retail availability to follow on May 1.

Megan brings a strong personal brand built around confidence, body positivity, and control over her image, which lines up with how the product is positioned.

This presence carries into the campaign, influencing how the product is introduced and received.

Earlier this year, she fronted Dunkin's protein campaign, showing how this same persona travels across categories.

Body Artistry as the Next Category

The brand built its reputation on makeup ads and affordable professional color cosmetics, and the Fat Oil Body line marks its first significant move into this new territory.

Beauty brands have been pushing outside their core categories for years.

And NYX is carrying over what worked in its face oil line, using the same sensorial approach.

Here is what the Caramelt Mami launch signals for beauty brands entering new categories:

• Casting can shape the entire concept. Brands should work with talent whose identity naturally fits the product and creative.
• Cultural relevance speeds up category entry. Marketers should anchor launches in recognizable moments or figures to gain traction faster.
• Product extensions work better when they build on existing lines. Teams should expand from what already resonates with consumers.

Body care is a crowded category, and the right casting and creative shorten the timeline for credibility considerably.

Our Take: Does Celebrity Casting Still Move Product in Beauty?

Pairing Megan Thee Stallion with a body oil campaign set to her own hit song "Body" is obvious in the best possible way.

We think the casting is the strongest part of this launch.

But the product still has to earn its place on the shelf after she moves on.

For an affordable brand, this means repeat purchase and everyday use is more important than the initial attention the campaign brings.

Whether NYX's body care line earns the same loyalty as its color cosmetics remains an open question, and Fat Oil Body will have to make its case independently.

Beauty brands expanding into new categories need agencies that understand both product positioning and cultural timing.

Explore these top beauty marketing agencies in our directory.