The Pinterest x NYX Gimme Gummy Bar Entices Gen Z with ASMR & More
Laura McQuarrie — February 20, 2026 — Marketing
References: westfield & cosmeticsbusiness
Pinterest and NYX Professional Makeup are teaming up to bring an immersive, two-day Gimme Gummy Bar pop-up to Westfield Century City, Los Angeles. This experience highlights NYX's new, K-beauty-inspired Jelly Job lip gloss with a bouncy, glassy finish, as well as a prediction from the 2026 edition of Pinterest's annual report, which specifically called out Gen Z and Millennials' interest in all things gummy, from rubberized nail art and chewy snacks to elastic cheek tints.
At the Gimme Gummy Bar, the ASMR-driven aesthetic comes to life with glossy finishes, rubberized details and tactile design. The free and open-to-the-public activation, primarily targeting Gen Z, will offer complimentary NYX Professional Makeup Jelly Job lip gloss, the chance to customize gummy-inspired accessories at a Chewy Charm Bar, and more satisfying, sensorial surprises.
At the Gimme Gummy Bar, the ASMR-driven aesthetic comes to life with glossy finishes, rubberized details and tactile design. The free and open-to-the-public activation, primarily targeting Gen Z, will offer complimentary NYX Professional Makeup Jelly Job lip gloss, the chance to customize gummy-inspired accessories at a Chewy Charm Bar, and more satisfying, sensorial surprises.
Trend Themes
1. Sensory-first Retail Experiences - Physical activations that emphasize touch, sound and texture blur the line between shopping and entertainment, enabling novel multisensory product demonstrations.
2. Gummy Aesthetic Revival - The resurgence of rubberized, chewy visuals and tactile finishes signals new product formats and packaging approaches centered on playful materiality.
3. Asmr-driven Brand Engagement - Brands leveraging whispery sounds and satisfying textures are reshaping attention economics by creating shareable, calming content that deepens emotional connection.
Industry Implications
1. Beauty and Cosmetics - Lip glosses, nail art and tactile makeup formulations are being reformulated with elastic, glossy textures that redefine product performance and sensory appeal.
2. Retail Experience Design - Pop-Up and flagship environments that prioritize customization and hands-on interaction are changing foot-traffic dynamics and expectations for in-person discovery.
3. Social Media and Content Platforms - Short-Form video ecosystems that amplify satisfying sensory clips are altering virality mechanics and the economics of influencer-driven product launches.
8.7
Score
Popularity
Activity
Freshness
