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The brand is reaching consumers at scale by merging technology, creativity and self-expression in-game.
August 5, 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.
Gen Z reportedly spends more time gaming than scrolling, and NYX Professional Makeup wants to meet them where they are, turning beauty into something that can be worn as much as played. NYX Professional Makeup transformed Bayside High into a beauty-infused playground, guiding players through beauty-themed mini-games led by Gluey and Misty, digital characters inspired by the brand’s viral Face Glue Gripping Primer and Setting Spray. Until Aug. 29, players can immerse themselves in the following four creative beauty games:
Smushy Track Race – Race through a vibrant obstacle course filled with mochis and hurdles, inspired by the new Smushy Matte Lip Balm, infused with mochi rice powder;
Dessert Pairing Game – A dessert shop match mini-game in which players are challenged to match the right flavors of the new Smushy Matte Lip Balm;
Face Glue Scavenger Hunt – A scavenger hunt where players must find all The Face Glue Gripping Primer bottles hidden across campus; and
Makeup Class – A high-school style makeup class where players design their own NYX Professional Makeup looks and vote on their classmates’ favorite looks.
Players can unlock exclusive virtual beauty rewards, including a UGC Mochi Shoulder Pet, a Gluey Backpack and pink Baseball Cap with Hair.
The brand previously launched initiatives in iHeartLand on Roblox, celebrated Pride with “Game Out Loud” and partnered with ULTAverse on Roblox for Halloween-themed experiences.
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