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In partnership with Snapchat, NYX offers a ‘first-of-its-kind’ AR makeup experience.
June 25, 2025
By: Rachel Klemovitch
Assistant Editor
NYX Professional Makeup is taking its partnership with Snapchat to the next level. The brands launched the Beauty Bestie 2.0, a refreshed AR makeup try-on experience that combines AI makeup artistry.
The NYX Beauty Bestie Lens allows users to find their color season and the ideal shade for the brand’s new Smushy Soft Matte Tinted Lip Balm.
This revamped AR experience features “My Color Season,” a new feature that analyzes a user’s skin tone, hair color, and eye color to personalize makeup looks that are matched to their unique season.
Beauty Bestie 2.0 simplifies and enhances the makeup try-on experience for users, furthering NYX Professional Makeup’s goal of making beauty accessible to all.
The Beauty Bestie was initially launched in 2023, an award-winning, first-of-its-kind AR makeup experience that served daily looks designed by NYX Professional makeup artists.
NYX Partners with Paris Hilton and Saweetie for New Campaign
NYX Partners with Rising Queer Artists for ‘Pridemix’ Campaign
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