NYX Professional Makeup has launched a new campaign with Grammy-winning artist Megan Thee Stallion to promote the Caramelt Mami Body Oil — a skincare-infused shimmer body oil that marks the brand’s expansion from facial cosmetics into the full body category.
The Caramelt Mami Body Oil features a bronze shimmer enriched with avocado oil and vitamin E. The formulation is said to offer 24-hour hydration. The scent, which boasts notes of caramel and pistachio, thoroughly elevates the application experience.
The partnership with Megan Thee Stallion, whose hit song 'Body' serves as the campaign’s soundtrack, leverages her reputation for confidence, boldness, and body positivity to promote the offering. NYX Professional Makeup presents this shimmer body oil as the hero item within the larger Fat Oil Body collection that also includes lotions, butters, and mists in four fragrances.
Alluring Shimmer Body Oils
NYX Professional Makeup Taps Megan Thee Stallion for New Campaign
Trend Themes
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Makeup to Body Expansion — Brands extending facial makeup lines into full-body categories reveal opportunities for multifunctional products that merge beauty, scent, and skincare benefits.
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Skincare-infused Cosmetics — Formulations that combine cosmetic effects with active skincare ingredients point toward hybrid offerings that challenge the traditional separation between makeup and treatment.
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Celebrity-led Body Positivity Campaigns — High-profile partnerships that emphasize confidence and diverse body representation indicate new product narratives that prioritize inclusivity and cultural resonance over purely aesthetic messaging.
Industry Implications
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Cosmetics and Bodycare — The convergence of shimmer oils, hydrating actives, and fragranced lotions signals possibilities for category-defining product lines that compete on sensory experience and therapeutic claims.
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Fragrance and Scent Marketing — Novel gourmand scent profiles integrated into body products suggest potential for scent-led subbrands and personalized olfactory experiences tied to lifestyle positioning.
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Influencer-driven Brand Collaborations — Collaborations with musicians and cultural figures demonstrate potential for co-created collections that leverage personal brands to accelerate adoption and narrative differentiation.