NYX Professional Makeup is expanding its presence in the metaverse with its latest partnership with iHeartMedia. The makeup brand’s spring 2023 collection will be available for a virtual beauty experience at iHeartLand on Roblox.

NYX has committed to establishing its presence in the metaverse with experiences such as its recent first-of-its-kind Meta-Pride show this June as it focuses on being a forward-thinking digital brand.

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“Our community is made up of discerning consumers. No doubt about that. They really want virtual experiences and moments to connect, engage and feel truly inspired. It has been essential for us to walk that path and invent how makeup works in this digital world. We’re accepting it,” NYX CEO Yasmin Dastmalchi said…