NYX has launched its Pride 2022 campaign, which will feature a first-of-its-kind Metaverse parade taking place on 24 June.
The L'Oréal-owned cosmetics company said the Web3 initiative will include a diverse representation of marginalised communities in the form of digital NFT avatars.
NYX partnered with People of Crypto Lab (POC), a creative hub dedicated to increasing representation in Web3, and The Sandbox, a decentralised gaming metaverse, to bring the parade to life.
"We launched our Proud Allies for All campaign in 2020, in an effort to educate our diverse and fierce community on the importance of being an advocate for the LGBTQIA+ community," said Yasmin Dastmalchi, General Manager for NYX.
"Today, the LGBTQIA+ community is a driving force in so many ways, and we are evolving our allyship to bring self-expression and diverse representation into the metaverse."
This year’s campaign, titled ‘Paint Your Own Story’, will celebrate the LGBTQIA+ community with digital and physical experiences and live performances.
A live mural painting from artist Seth Bogart will take pride of place during the month-long celebration.
The brand will also play host to TikTok star and American rapper, Saucy Santana, and a drag show which will open to the public on 9 June at Heart West Hollywood, US.
NYX has donated more than $150,000 to the Los Angeles LGBT Center since launching its ongoing ‘Proud Allies for All’ campaign in 2020.