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Special Project

Special Project
From the 16th Annual Shorty Awards

NYX Beauty Bestie: Ur always-on makeup BFF

Finalist in Extended Reality

Gold Honor in Beauty



Gen Z is a generation in constant flux, exploring who they are and experimenting with their identity. Along this journey, makeup plays an important role. It provides a universal language for self-expression, helping them externalize who they are today. But it can be challenging to find affordable expertise, and products that move as fast as they do. NYX Professional Makeup challenged us to create a beauty tool that vibed with their evolving style.


Strategy and Execution


We saw an opportunity to create a tool that empowers people around the world to express themselves leveraging the power of Snap AR.


Meet NYX Beauty Bestie, your always-on makeup BFF. A first of its kind AR experience serving daily makeup looks, the season's hottest trends, and game-changing advice from NYX Pro Makeup artists. 


It’s always-on 24/7, powered by technical breakthroughs that open up all-new levels of personalization. Combining cutting edge AR, AI and Machine Learning technology with looks co-created by NYX’s professional makeup artists – Beauty Bestie guides you to your perfect look.


With hands-free gestures and Snap's inclusive camera, the real magic happens – conjuring up that flawless look with just a nod and swipe. Ob-sessed. So whether you're conquering the "color diva" vibe or crafting your own, Beauty Bestie's got your back. Together, we’re democratizing NYX pro makeup artistry for all.



This experience is fueled by three incredible areas of innovation: we’ve deployed machine learning to pull from a library of NYX Professionals makeup guidance that drives the personalized recommendations. We married a sleek UI design with a fun, vibrant personality, and used progressive disclosure to keep the focus on the product’s core value: New makeup looks just for you. Finally, we created more than 200 original copy lines to give Beauty Bestie a conversational voice that’s empowering, trustworthy, easygoing, relevant, and fun.





Video for NYX Beauty Bestie: Ur always-on makeup BFF

Entrant Company / Organization Name

NYX Professional Makeup


Entry Credits