NYX turns beauty into game play for back-to-school on Roblox

US – NYX Professional Makeup is amplifying its digital-first strategy with a bold return to Roblox by taking over the platform’s most popular high school-themed experience, Bayside High, which attracts more than 23m monthly users.

Timed for the back-to-school season, the activation transforms the space into a beauty-centric playground complete with gamified experiences that merge self-expression, creativity and play.

Players can race through mochis, mix dessert-themed lip balms, hunt for viral Face Glue products and attend digital make-up classes, all guided by animated brand mascots.

With Gen Z now spending 25% of their free time gaming, NYX is positioning beauty as a lived, playable experience – a key theme we explored in our SXSW London 2025: Gaming and Brand Strategy report.

For more insights on the brand opportunities, marketing and retail strategies emerging in virtual realms and web3, explore our Metaverse topic.