NYX cosmetics enters The Sandbox Metaverse via diversity hub

NYX is the first makeup brand to integrate into The Sandbox, with its message that makeup has no gender.
June 01, 2022 - Cynthia Chung

NYX Professional Makeup has announced itself as a collaborator for the People of Crypto Lab’s (POC) Metaverse diversity hub called the Valley of Belonging space, slated for its debut in The Sandbox on June 24, in line with Pride month. 


Month-long activities including digital and physical experiences, live performances and The Sandbox’s first-ever Meta-pride parade will be part and parcel of the project. The Meta-pride event will see POC kickstart an initiative to onboard brands into the Metaverse via projects and movements that spur culture awareness and education. 


NYX highlights the campaign that makeup has no gender, by introducing a total of 8,430 non-binary NFT avatars that will be avaliable on June 17th. The NFT avatars will feature over 36 skin tones to represent every ethnic background, sexual orientation and gender to choose from. Each collection will feature voxelized makeup looks for each group represented on the Pride flag. 


NYX said it will be donating 100 percent of the proceeds from the sale of the NFT avatars to the Los Angeles LGBT Center, totaling US$ 50,000. 


'Given the current climate of rising discrimation against LGBTQIA+ and other minorities, there has never been a more important time to build a safe space that welcomes all,' said gay and South Asian POC Lab co-founder, Akbar Hamid, in a statement.

'As someone who has had to hide my real identity, I want to help build Web3 to allow marginalised communities to feel represented and not left behind. We are proud to have NYX Cosmetics as a partner that shares our mission.' he added

Photo: NYX


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