NYX Cosmetics
Pride Campaign 2022

As NYX Cosmetics global creative agency Exposure has defined NYX’s Proud Allies for All platform with a series of Pride campaigns. Each year, we set out to challenge the conventions of Pride branding by creating meaningful and radical contributions to the cultural discourse and visibility of LGBTQIA+ people while exploring the role makeup plays within the community.

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The 2022 campaign explores the infinite possibilities of gender and self-expression. Rooted in makeup artistry, diaristic interviews, and self-portraiture, it introduces the world to six creatives who identify beyond the binary to challenge the outdated gendered notions of makeup.