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The Power of Authenticity in Brand Purpose: A Conversation with NYX Professional Makeup



  • 💪  Authenticity Drives Brand Loyalty: As the beauty industry continues to evolve, creating genuine and inclusive content is no longer optional but necessary.
  • ✌️ Appealing to Younger Generations: Start with the younger generation! This is not just important for education about the LGBTQIA+ community, but with being transparent because these generations resonate most with brands whose values align with their own.
  • 📹 Show the authenticity in your marketing campaigns. Go one step further and tell the story behind your creators! NYX Professional Makeup DE’s creation of ‘Can’t stop won’t stop: Changing the Game’ showcases the real lives of inspirational LGBTQIA+ individuals. 
  • 🏳️‍🌈 User-generated Content: helps show the diversity and inclusivity of your brand because it is real people, sharing real content!
  • 🎮 Platforms to watch out for: TikTok is where the trends evolve, if a product goes viral on TikTok, you’ve got a winner! And the more surprising platform for the makeup industry, Twitch,  gaming and cosplay go hand in hand with makeup.
  • 💖 Love Content and Authentic User-Generated Content: Love content is User-generated Content at it’s purest: creating experiences, products and brands that people love so much they naturally post about it.


  • Can’t Stop Won’t Stop Changing the Game – Documentary Series by NYX Professional Makeup DE
  • Want to reach out to Carlotta Binkowski? No problem, contact her here!
  • Want to know more about how StoryStream helps brands bring all this authentic content to life on your brand’s social media & website, say hi here!



In a world driven by social media and influencer marketing, the importance of authenticity in brand purpose cannot be overstated. We had the privilege of sitting down with Carlotta Binkowski from NYX Professional Makeup to discuss how being authentic, through purpose-driven influencer and creator marketing, helps brands increase their engagement and ultimately connect with their customers. NYX Professional Makeup, a brand that makes waves for its strong commitment to the LGBTQIA+ community, is a prime example of how brand purpose and authenticity can go hand in hand. Listening to Carlotta speak, her language is powerful and a clear reflection of Carlotta living the NYX Professional Makeup values, referring to their ‘brand DNA’ and creators being part of their ‘family.’



Carlotta starts by emphasising the role of authenticity in a brand’s purpose and highlights the significance of customers feeling a connection to a brand. NYX Professional Makeup, she explains, has a robust brand purpose dedicated to supporting the LGBTQIA+ community. With their campaign, “Proud Allies for All,” the brand is committed to providing attention and a voice to this community throughout the year, not just during Pride Month.

Carlotta also points out that educating everyone, especially those unfamiliar with the LGBTQIA+ community, is a key aspect of their purpose. This education aims to create a network of allies to create greater acceptance. Initiatives such as going to schools and offering educational programs play a pivotal role in achieving these goals.

NYX’s partnership with CSD Deutschland is another example of how the brand actively supports the community. Carlotta shares that they’ve been working together for three years on various projects aimed at promoting education and acceptance.


Carlotta emphasises the role of authenticity in attracting and retaining the younger generations, particularly Gen Z and Gen Alpha. She explains that these generations expect brands to be authentic and aligned with their values.

The makeup brand strives to maintain consistency in its long-term partnerships with creators, demonstrating its authenticity in supporting the LGBTQIA+ community. Carlotta notes that such consistency is vital as it establishes a brand’s identity among these communities and creates trust.

Carlotta further highlights that NYX Professional Makeup has always strived to support people on their journey of self-discovery, regardless of their gender, sexual orientation, religion, skin colour, or skin type. The brand offers a diverse range of products and campaigns to include and welcome everyone.


The conversation delves into working with influencers and creators who share NYX’s values. Carlotta emphasises the importance of collaborating with creators who are not afraid to speak up and have an authentic image within the LGBTQIA+ community. This mutual understanding of values creates a strong bond between the brand and influencers.

NYX Professional Makeup also invests in creators’ stories and experiences. They encourage ‘Love Content’, which is User-generated Content (UGC) from creators out of their genuine love for the brand and its products. By creating experiences that influencers genuinely enjoy, NYX fosters a sense of loyalty and authenticity.



Looking ahead to 2024, Carlotta shares that NYX Professional Makeup has exciting projects, product launches, and campaigns in the pipeline. They plan to continue working with creators and expanding their brand’s reach. NYX’s commitment to maintaining diversity, authenticity, and inclusivity remains unwavering.


As the conversation shifts towards the beauty industry’s current trends, Carlotta highlights the increasing influence of platforms like TikTok. TikTok has become a hub for product hypes, trends, and viral content, driving buying decisions.

Additionally, she discusses the rising prominence of Twitch, especially in the context of gaming and cosplay’s intersection with makeup. Content creation on these platforms offers unique opportunities to engage with audiences in new and creative ways.


Embracing brand purpose, diversity, and an authentic approach is highly effective for brands. Our conversation highlighted the importance of supporting and collaborating with creators, including those from the queer community and Gen Z, as well as micro-influencers. This inclusive approach not only fosters community but also results in authentic content that resonates with consumers. Additionally, the rise of platforms like TikTok and Twitch has had a significant impact on product trends and sales. The value of diversity, inclusivity, and genuine engagement with creators is extremely powerful. It’s a ripple effect, nourish and nurture your community and your brand will build a solid foundation and reap the rewards.