NYX Professional Makeup Praises Makeup as a Marker of One's Identity

Dec. 15, 2023

Some people still see make-up as a way to camouflage, to pretend to be someone else, to put on a mask. Something superficial. But for a majority of the Gen Z, make-up is all about reflecting their true-selves. They don't wear makeup to hide, but to reveal. They don’t wear make-up for others, but for themselves. They don’t wear make-up to change, but to stay true to who they are.

Isn’t it time for them to be true to their identity, down to their IDs.

This is why NYX Professional Makeup is inventing and distributing "True ID Cards" so that everyone can finally own their true identity.

NYX Professional Makeup has decided to talk about the all-important subject of inclusivity and so called "conformity" in our society, through a film starring Bilal Hassani, an artist and public figure with over 3M followers on their social media. Often attacked or even bullied for their non-conformity, Bilal is the perfect embodiment of the cause.

In the film, directed by Charlotte Abramow, Bilal Hassani find themselves in a photobooth, full of enthusiasm at the idea of having their ID picture taken. An enthusiasm that quickly turns to sour disappointment when they realize they have to strip away everything that makes them unique, everything that makes their identity.

NYX Professional Makeup encourages those who want to find and keep that uniqueness to create their own True ID Card, breaking off from any social-conforming norms, on the trueidcard.nyxcosmetics.fr website.

The one-minute film launched on social media on December 13. To kick-start the campaign, a teaser phase took place on December 12, in which influencers went as far as to change their profile pictures to conform to society’s norms and standards.