NYX Professional Makeup announced on Monday the launch of the limited-edition “Mon-Star Bash” Halloween campaign inspired by Universal Pictures’ classic Universal Monsters, starring a diverse cast of rising Gen Z stars.
Through SFX artistry and entertainment, the campaign aims to reintroduce the iconic Monsters of yesterday to a new generation for Halloween. To amplify the new generation of “Mon-Stars,” NYX Professional Makeup has partnered with today’s rising icons to star as each character: Landon Barker, musician, stars as The Werewolf; Reginae Carter, social media personality and model, stars as one of The Mummi Twins; Phoenix Brown, content creator, and rising DJ, stars as the Bride of Frankie; and up-and-coming artist, Grace McKagan stars as Drakulah.
NYX Professional Makeup, known for its elaborate and unique Halloween initiatives, has once again partnered with globally renowned makeup artist, Mimi Choi, to create five exclusive and reimagined looks with a modernized twist.
The brand will also introduce a new “Mon-Star Bash” Halloween product collection to support the campaign. Adding to their existing portfolio of SFX face paints, the vegan and cruelty-free assortment will launch seven new ultra-pigmented shades of SFX Face and Body Paints inspired by the classic monster colors; metallic silver and gold SFX Glitter Face and Eye Paints, adding an updated shine; and new lightweight, full-body, Spiky Fringe Jumbo Lashes to unlock pro-level artistry and unleash the “monster” within.
As a beauty brand becoming increasingly involved in entertainment, NYX Professional Makeup will also release a custom music video featuring the star talent. The original song will be leveraged across digital platforms, including a global social media influencer program, where creators will post videos transforming themselves into their favorite “Mon-Star.”
Additionally, NYX Professional Makeup will continue expanding its presence within Roblox, partnering with ULTA Beauty’s ULTAverse on the platform. Beginning October 1, the program will feature an interactive experience where consumers can play Halloween-inspired games, dance with the Mon-stars, and win different UGC prizes weekly; participants will also be able to customize their avatars with various seasonal makeup looks and costumes.
“Halloween is always one of the biggest moments of the year for the brand. We love to stretch the limit when it comes to new artistry and there’s no better time than Halloween to lean into this,” said Denée Pearson, NYX Professional Makeup Global Brand President. “We’re excited to collaborate with Universal to reinvent their iconic Universal Monsters through colorful storytelling – it’s what we do best!”
The limited-edition collection will be available to purchase globally, nationwide, and online at nyxcosmetics.com.
