Cult makeup brand NYX Cosmetics announced the launch of 'Makeup Crew' -- an interactive eCommerce makeup app that enables shoppable content while eliminating the need for a product page.
Serving as a digital hub for the brand, Makeup Crew invites users to upload selfies, browse videos curated by makeup artists and purchase products directly through the app. The brand collects user-generated content and data to expand its inventory line, as opposed to using celebrity models and spokespeople. In addition to purchasing products, users can create beauty profiles based on personal preferences by simply swiping left or right on photos.
The brand hopes this platform will serve as an extension of its philosophy of "prioritizing authenticity and transparency."