As Pride Month nears, NYX Professional Makeup is turning up the volume—literally—with its 2025 Pride campaign: Pridemix.
A vibrant fusion of bold beauty and unapologetic artistry, Pridemix celebrates LGBTQ+ self-expression by spotlighting three rising queer musicians and their journeys with identity, authenticity, and creative power. Launched May 19, the campaign is a nod to NYX’s continued dedication to community storytelling through both music and makeup.
Music, Makeup, and Meaning
Pridemix brings together R&B singer Destin Conrad, alternative pop star Zolita, and Grammy-nominated artist Tiana Major9 in a series of digital video stories. Each artist shares deeply personal reflections on queerness, creativity, and the role beauty plays in their self-expression.
“At NYX Professional Makeup, we don’t just celebrate our LGBTQIA+ family during Pride Month; we celebrate them and their artistry every day,” said NYX Global Brand President Denee Pearson. “With Pridemix, we are shining a light on underrepresented voices while celebrating their artistry through makeup. Music and makeup are the ultimate connectors.”
The campaign is an extension of NYX’s Proud Allies for All initiative in partnership with the Los Angeles LGBT Center, which includes global allyship training, community events, and more than $500,000 in donations to LGBTQ+ causes worldwide.
Destin Conrad: Queer and Unfiltered in R&B
Fresh off the release of his debut album Love On Digital, 24-year-old Destin Conrad brings a refreshingly candid energy to R&B. A longtime collaborator of Kehlani, Conrad has been vocal about embracing his identity in a space that hasn’t always made room for queer voices.
“I want to poke at people a little bit and not be mute or minimize myself,” he said. “And do it in a way that’s still tasteful and authentic to me.”
On teaming up with NYX, Conrad added, “I am excited to work with NYX Professional Makeup because they are true allies of the queer community.”
Zolita: Witchy Pop With a Queer Twist
Known for her viral hit “Explosion” and her recent album Queen of Hearts, Zolita is a pop artist who blends queer identity, witchcraft, and otherworldly visuals.
“As a queer pop artist, makeup is an integral part of my self-expression,” she said. “I’m proud to partner with a brand that has always championed underrepresented voices.”
Zolita has long leaned into the magical side of queer culture. “I feel like queer people are so drawn to witchcraft because it puts the power in yourself,” she told Gay Times in 2020.
Tiana Major9: Queer Love Through Soulful Sound
Tiana Major9, who uses they/she pronouns, rounds out the trio. The British artist rose to fame with the soulful track “Collide” from the Queen & Slim soundtrack and continues to blend influences from Lauryn Hill to Amy Winehouse.
“Creating music about your life can make you feel vulnerable, but it is also incredibly empowering,” Tiana said. “I’m grateful to NYX Professional Makeup for giving me another platform to tell my story of queer love and heartbreak.”
