Gaming Meets Glamour in the Virtual Classroom
NYX Professional Makeup is changing how people explore beauty by taking over Bay Side High School on Roblox, transforming the space into a beauty-rich environment that naturally fits the digital-first habits of their young audience. This move spotlights just how much the way youth interact with brands and their favourite trends has shifted.
Yasmin Dastmalchi, General Manager of NYX Professional Makeup, said: “This is what the future of beauty looks like – interactive, community-driven and rooted in creativity and fun. We are building experiences that invite players to explore, express, and glamify whether digital or in-person.”
This campaign uses experiential marketing rather than just digital ads, letting users engage with NYX products through playful interactions and making brand connections that feel more meaningful and authentic.
Four Beauty-Themed Mini-Games Elevate Participation
The NYX Professional Makeup Roblox experience is built around four inventive mini-games, each spotlighting a NYX product while giving players a chance to have fun and experiment. Gluey and Misty, digital characters inspired by the much-loved Face Glue Gripping Primer and Setting Spray, guide players through these games.
The Smushy Track Race sets the stage for a mochi-filled obstacle course, featuring the new Smushy Matte Lip Balm (mochi rice powder included). The game weaves the product’s uniqueness right into the gameplay.
The Dessert Pairing Game brings a dessert shop setting where players match different Smushy Matte Lip Balm flavors to customers, helping them explore product variety in a way that feels both social and creative.
Players can also hunt for hidden product bonuses in the Face Glue Scavenger Hunt, tracking down Face Glue Gripping Primer bottles around campus, tying product discovery to genuine excitement.
In the Makeup Class, players express their creativity by designing NYX looks and voting on their favorites, strengthening the sense of community and collective fun.
Exclusive Virtual Rewards Deepen In-Game Experience
Recognizing the popularity of digital collectibles, NYX Professional Makeup offers exclusive virtual prizes in Roblox. Players can unlock items like a UGC Mochi Shoulder Pet, a Gluey Backpack, and a pink Baseball Cap with Hair, prizes that live on after the game and encourage continued play and sharing.
These digital rewards don’t just promote regular visits to the experience; they also set the stage for viral moments, with players displaying and talking about their collectibles both in-game and on social platforms.
Building on Digital Innovation Momentum
NYX’s partnership with Roblox is the latest in a line of bold digital initiatives. Previous ventures include events in iHeartLand on Roblox, an inclusive Pride experience called “Game Out Loud,” and a Halloween campaign with ULTAverse. These efforts reflect NYX Professional Makeup’s ongoing work to connect with next-gen consumers where they already are, immersed in virtual, creative spaces rather than conventional marketing channels.
Extended Campaign Timeline: More Ways to Engage
The NYX takeover of Bayside High School runs from July 18 through August 29, a window that’s perfectly timed for students heading back to school, when makeup experimentation and self-expression are on the rise. The longer campaign maximizes organic engagement and peer sharing, giving the Roblox community time to explore and participate.
NYX Professional Makeup’s innovative approach to digital platforms shows that beauty marketing is evolving fast, moving away from static ads and toward interactive, community-driven experiences. By transforming product discovery into play, NYX opens the door for deeper connections and establishes itself as a bold, modern leader in the beauty world.
