As Pride Month draws closer, NYX Professional Makeup has unveiled its 2025 Pride campaign: Pridemix.
Built around the celebration of queer self-expression, NYX’s Pridemix campaign sits at the intersection of bold music and playful make-up.
The makeup brand has welcomed emerging LGBTQIA+ musicians into its campaign, in which they share intimate reflections on identity, artistry, and authenticity in a series of digital video stories.
Launched on Monday (19 May), the Pridemix campaign features three rising stars in the music industry: R&B singer Destin Conrad, alternative pop artist Zolita and Grammy-nominated singer Tiana Major9.
The brand has noted Pridemix is part of its strategic commitment to entertainment and community storytelling.
“At NYX Professional Makeup, we don’t just celebrate our LGBTQIA+ family during Pride Month; we celebrate them and their artistry every day,” said Global Brand President Denee Pearson.
“With Pridemix, we are shining a light on underrepresented voices while celebrating their artistry through makeup. Music and make-up are the ultimate connectors.”
The campaign is also in line with NYX’s ongoing Proud Allies for All initiative with the Los Angeles LGBT Center, which includes community events, global allyship training, and over US$500,000 donated to LGBTQIA+ charities worldwide.
24-year-old R&B singer Destin Conrad joins the campaign having just dropped his debut studio album, Love On Digital, this April.
Conrad, a longtime friend and collaborator of Kehlani, has shared that he sometimes feels like an outlier in the R&B space because of his sexuality. However, speaking to Billboard, Conrad shared that being “very gay” is an essential facet to his R&B style.
Conrad added: “I feel like there’s not a lot of people like me in the R&B space, so I want to poke at people a little bit and not be mute or minimize myself – and do it in a way that’s still tasteful and authentic to me.”
He added: “I am excited to work with NYX Professional Makeup because they are true allies of the queer community.”
Alongside Conrad is American singer-songwriter and alternative pop artist Zolita.
She initially gained recognition in 2015 when her track “Explosion” became a viral hit. Since then, she has released two studio albums: Evil Angel (2020) and Queen of Hearts (2024).
Citing Lady Gaga as an influence, Zolita has noted religion and witchcraft, magic aesthetics are two prominent features in her music.
She told Gay Times in 2020: “I do identify as a witch and I practice magic in my everyday life. I love the drama of it and I love exploring it in my work.
“I feel like queer people are so drawn to Wicca and witchcraft because it’s always been the alternative religion, it puts the power in yourself, and it’s not historically been a religion that doesn’t like queer people.”
Zolita notes make-up has an important place in her life when speaking about participating in the Pridemix campaign: “As a queer pop artist, make-up is an integral part of my self-expression.
“I am very proud to partner with a brand that has always championed underrepresented voices, especially emerging artists or those in the LGBTQ+ community.”
Finally, Grammy-nominated singer Tiana Major9 is the third musician involved in the Pridemix campaign.
Tiana Major9 is a British singer, perhaps best known for their 2019 track ‘Collide’ that was part of the Queen & Slim film soundtrack.
Tiana Major9 uses they/she pronouns and NME has noted they “blend timeless influences like Lauryn Hill and Amy Winehouse with a contemporary edge” in her music.
Tiana Major9 noted that they are “grateful to NYX Professional Makeup for giving me another platform to tell my story of queer love and heartbreak.
“Creating music about your life can make you feel vulnerable, but it is also incredibly empowering.”
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