NYX Professional Makeup is the official beauty partner of Dignitas—and the first worldwide cosmetics brand to partner with an eSports team. (Note: Last December, NYX announced its digital strategy.)

Dignitas is the eSports vertical of New Meta Entertainment, Inc. (NME), and has named NYX Professional Makeup as the organization’s Official Beauty Partner.

The partnership marks the first for NYX Professional Makeup in eSports—with content centered around self-expression, empowerment, and furthering opportunities for underrepresented groups in gaming.

“Now more than ever, gaming and eSports are just as much a space for women as they are for men; this partnership with NYX Professional Makeup acknowledges that new landscape,” said eSports Hall of Fame inductee Heather Garozzo, vice president of talent at Dignitas. 

“We’re proud to welcome a brand that shares the same vision for inclusivity, freedom of expression, and sense of community that is shared by our professional gamers and content creators,” Garozzo says. “This partnership not only celebrates Dignitas’ amazing influencers but is a nod to all the women gamers that have long waited for a fashion and makeup brand to acknowledge their passion for gaming.”

Yann Joffredo, global brand president of NYX Professional Makeup, comments, “This partnership allows us to push the boundaries within entertainment and gaming as we celebrate women gamers within our global communities. We look forward to the future of NYX Professional Makeup and Dignitas as we continue to evolve together.”

Other beauty brands are also getting into the gaming world. E.l.f. Cosmetics also targeted gamers when it became the first major beauty brand to launch a branded channel on Twitch.

More Details

In September 2020, Dignitas and NYX Professional Makeup joined forces on an Animal Crossing New Horizon activation to bring exclusive Micro Brow Pencil looks to the popular game title.

Dignitas, professional players, and makeup enthusiasts Elyse ‘Herculyse’ Herrera, World Champion Carolyn ‘artStar’ Noquez (shown above, right), and Juliana ‘showliana’ Maransaldi live-streamed their gameplay while giving away in-game codes for NYX products. 

The newly extended partnership gives a behind-the-scenes look at how Dignitas’ World Champion women’s esports teams prepare their game day looks in advance of a competition.

Decorated eSports athletes—Emmalee ‘Emuhleet’ Garrido (shown above, left), Stefanie ‘Stefanie’ Jones, Melisa ‘theia’ Mundorff, Amanda ‘rain’ Smith, and ‘showliana’—will share their favorite gaming and streaming looks using NYX Professional Makeup. The eSports athletes will showcase their looks across Twitter, Instagram, YouTube, and TikTok.

Similarly, the organization’s growing list of popular women’s influencers includes Celine ‘starsmitten’, Demetra ‘TigerQueen’ Green, and ‘Herculyse’. They will create branded broadcasts, participate in “Palette Swap” videos with popular makeup artists, and host giveaways.

Through Dignitas’ Women gamers initiative, Raidiant, which is focused on championing opportunities for women gamers, NYX Professional Makeup will introduce several content initiatives. Events will include Glow Up Charity activations, tournaments in various top esports titles and live make-up tutorials focused on live-streaming and content creation.

Gaming veteran Emmalee ‘Emuhleet’ Garrido and team captain for Dignitas’ all-women roster, says, “For a brand like NYX Professional Makeup to break barriers, come into our industry, and recognize these incredible pioneers in gaming, means everything to me, my teammates and our community.”

NYX Professional Makeup will also support the upcoming all-women’s ‘Verizon VCT Game Changers, presented by Dignitas’ on June 24th through the 27th. All players will receive NYX products. 

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