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The brand is reaching consumers at scale by merging technology, creativity and self-expression in-game.
August 11, 2025
By: Lianna Albrizio
Associate Editor
NYX Professional Makeup is returning to Roblox with an immersive, gamified experience for back-to-school. As the first beauty brand to fully take over Bayside High School – Roblox’s top high school themed experience with more than 23 million monthly users – NYX Professional Makeup is reaching consumers at scale by merging technology, creativity and self-expression in-game. Beauty-Infused Playground Gen Z reportedly spends more time gaming than scrolling, and NYX Professional Makeup want...
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