Makeup brand NYX Cosmetics welcomes emerging LGBTQ+ musicians into its Pridemix campaign as they share intimate reflections on what it means to be queer in a series of video stories on social media.
Launched on May 19th, Pridemix features rising stars R&B singer Destin Conrad, alternative pop artist Zolita, and Grammy-nominated singer Tiana Major9, each sharing their reflections on identity and being their authentic self while rocking bedazzling looks.
“With Pridemix, we are shining a light on underrepresented voices while celebrating their artistry through makeup. Music and make-up are the ultimate connectors,” says Global Brand President Denee Pearson. “At NYX Professional Makeup, we don’t just celebrate our LGBTQIA+ family during Pride Month; we celebrate them and their artistry every day.”
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NYX’s commitment to the LGBTQ+ community consists of donating over $500,000 to LGBTQ+ charities worldwide through their Proud Allies for All initiative with the Los Angeles LGBT Center.
24-year-old R&B singer Destin Conrad partners with NYX after having dropped his debut studio album, Love on Digital.
Conrad shares that he feels like an outlier in R&B because of his sexuality but asserts that being “very gay” is essential to his identity in R&B.
“I feel like there’s not a lot of people like me in the R&B space, so I want to poke at people a little bit and not be mute or minimize myself – and do it in a way that’s still tasteful and authentic to me,” Conrad told Billboard.
Singer-songwriter and alternative pop artist Zolita initially gained recognition in 2015 with her track Explosion. Since then, she’s released two studio albums.
Zolita cites Lady Gaga as a major influence and notes that religion and witchcraft are major themes in her work.
“I do identify as a witch, and I practice magic in my everyday life. I love the drama of it and I love exploring it in my work.” she tells Gay Times in 2020 “I feel like queer people are so drawn to Wicca and witchcraft because it’s always been the alternative religion, it puts the power in yourself, and it’s not historically been a religion that doesn’t like queer people.”
Makeup also plays an important role in Zolita’s life and tells PinkNews, “I am very proud to partner with a brand that has always championed underrepresented voices, especially emerging artists or those in the LGBTQ+ community.”
British singer Tiana Major9 is probably best known for their 2019 track Collide, which was featured in the film Queen & Slim.
Tiana Major uses they/she pronouns and comments they are “grateful to NYX Professional Makeup for giving me another platform to tell my story of queer love and heartbreak. Creating music about your life can make you feel vulnerable, but it is also incredibly empowering.”
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