NYX Professional Makeup Celebrates LGBTQ+ Voices with Vibrant Pride 2025 Initiative

With Pride Month just around the corner, NYX Professional Makeup has rolled out its vibrant 2025 Pride campaign, aptly named Pridemix. This campaign is a testament to the brand's dedication to embracing queer self-expression, vividly captured through the fusion of bold music and playful makeup.

NYX has strategically integrated emerging LGBTQIA+ musicians into the Pridemix campaign, offering them a platform to share their personal journeys through identity, artistry, and authenticity. These intimate reflections are showcased in a series of captivating digital video stories.

Launched on May 19th, the Pridemix initiative highlights three remarkable voices making waves in the music scene: R&B sensation Destin Conrad, alternative pop powerhouse Zolita, and the Grammy-nominated talent Tiana Major9.

Pridemix is part of NYX's broader strategy to intertwine entertainment with community storytelling, reinforcing its unwavering commitment to celebrating the LGBTQIA+ community not just during Pride Month, but every day. As Global Brand President Denee Pearson eloquently puts it, "At NYX Professional Makeup, we don’t just celebrate our LGBTQIA+ family during Pride Month; we celebrate them and their artistry every day."

The campaign underscores the brand's ongoing Proud Allies for All partnership with the Los Angeles LGBT Center. This initiative encompasses numerous community events, global allyship training, and financial contributions exceeding $500,000 to various LGBTQIA+ charities worldwide.

Destin Conrad: A Voice for Queer Representation in R&B

At 24, R&B artist Destin Conrad joins the Pridemix campaign fresh off the release of his debut album, "Love On Digital," which hit the airwaves this April. Known for his collaboration with Kehlani, Conrad courageously challenges norms within the R&B genre, where he sometimes perceives himself as an outlier due to his sexuality. Speaking with Billboard, he affirmed that being "very gay" is fundamental to his musical expression.

Conrad shared, "I feel like there’s not a lot of people like me in the R&B space, so I want to poke at people a little bit and not be mute or minimize myself – and do it in a way that’s still tasteful and authentic to me." His excitement about partnering with NYX stems from the brand's authentic support of the queer community, which he values deeply.

Zolita: The Magic of Queer Pop

Joining Conrad is American singer-songwriter and alternative pop artist Zolita, who first garnered attention with her viral hit "Explosion" in 2015. Since then, she's released two studio albums, including "Queen of Hearts" in 2024. Zolita’s music is heavily influenced by themes of magic and witchcraft, with a nod to her own identity as a practicing witch.

"I feel like queer people are so drawn to Wicca and witchcraft because it’s always been the alternative religion, it puts the power in yourself, and it’s not historically been a religion that doesn’t like queer people," Zolita explained. For her, makeup is an essential tool for self-expression, especially as a queer pop artist. Participating in Pridemix, she expresses pride in collaborating with a brand deeply committed to uplifting underrepresented voices.

Tiana Major9: Authenticity Through Music

Rounding out the trio is British singer Tiana Major9, renowned for their soulful 2019 track "Collide," featured on the Queen & Slim soundtrack. Tiana, who uses they/she pronouns, draws inspiration from legendary artists like Lauryn Hill and Amy Winehouse, infusing their timeless influences with a modern twist.

"Creating music about your life can make you feel vulnerable, but it is also incredibly empowering," Tiana shared, expressing gratitude to NYX for providing another platform to share their narrative of queer love and heartbreak.

The Pridemix campaign by NYX Professional Makeup stands as a vibrant celebration of queer artistry, championing diversity and inclusion through the universal languages of music and makeup.