NYX Professional Makeup is launching a new initiative that blends the worlds of music and beauty with the introduction of NYXTape, an album featuring five independent female artists and songwriters.
NYX Professional Makeup Debuts NYXTape as part of a groundbreaking partnership with SoundOn, a platform that helps artists earn royalties for their music and connects them with the TikTok community. This innovative project marks a first in co-owned music distribution on TikTok, merging beauty with sound in a way that resonates with digital-first audiences.
The album consists of five tracks, showcasing the talents of Snow Tha Product, Zeina Mates, Dina Ayada, 8ae, and Ashley Mehta, all of whom are part of the initiative aimed at amplifying female voices in the music industry.
“NYX Professional Makeup is digital-first brand rooted in entertainment and community,” said Denee Pearson, global brand president. “We lead with innovation while maintaining authenticity in everything we do. We continue to meet our community where they are: on TikTok, where music and makeup intersect. NYX Professional Makeup Debuts NYXTape gives us an opportunity to advocate for women in the music industry, by supporting independent artists in a space where they can truly be heard. You know what NYX looks like, now you’ll know what NYX sounds like!”
The album will be prominently featured on TikTok, allowing both creators and listeners to experience and engage with the music directly. TikTok’s platform serves as the ideal launchpad for this collaboration, enabling the songs to reach millions of users worldwide, in keeping with the brand’s digital-first approach.
A variety of marketing activations will support the NYXTape album, including a commercial airing during the 2025 Grammy Awards on February 2, and an exclusive album release party on February 13, which will feature live performances from the artists involved.
This innovative collaboration is not just about music or beauty—it’s about creating a meaningful connection between the two, all while championing women in the creative industries.
