• by Danielle Oster , June 7, 2024

NYX Professional Makeup launched a “Family Can’t Be Framed’ Pride campaign, which celebrates chosen family, highlighting groups of LGBTQ+ people who have pulled together to form their own family bonds. 

“Family Can’t Be Framed” developed out of the insight that nearly 40% of queer adults have faced rejection from their birth families, according to GLAAD research. In such situations, people find and create their own chosen families within a community of LGBTQ+ people and allies for support.

"We want to emphasize the importance of inclusion and acceptance of the LGBTQIA+ community, and their chosen families as an essential support system,” NYX Professional Makeup Vice President Of Marketing  Andrea Muguerza explained in a statement.

The campaign focuses on three chosen families. One of these families, starring in an online campaign video, is made up of members from a group of drag queens, stylists, and creatives called the House of Avalon collective, including  'RuPaul's' Drag Race' winner Symone and finalist Gigi Goode, and celebrity stylist Marko Monroe.

"Family is, most importantly, the people in your life who are honest, unconditionally loving, and will be there for you no matter what," said Monroe said in a statement.

Another featured chosen family includes NFL cheerleaders Napoleon Jinnies, Jose Capetillo, and Eswinn Diaz. The third group comprises members of LA LGBT Center, a services, programs, and advocacy organization formed in 1969, for which NYX is a longtime partner.

As part of the campaign, NYX will participate at LA Pride in the Park on June 8 with an interactive brand experience -- “a colorful, vibrant house party,” that features family portrait opportunities  as well as “colorful confetti celebrations.” dancing, and product giveaways. The following day, NYX will also participate in the LA Pride parade.

NYX also has an ongoing year-round “Proud Allies for All” program providing education to consumers, with the goal of building LGBTQ+ alliances and better-informing allies. The program includes an  “Ally Education Quiz” in partnership with the LA LGBT Center.