NYX Launched Collectible M&M'S Smushy Surprize Matte Lip Balms
Laura McQuarrie — May 5, 2026 — Fashion
References: nyxcosmetics & prnewswire
Brands across industries are capitalizing on the blind box craze by offering mystery product drops that turn purchasing into an experience, including NYX Professional Makeup, which teamed up with Mars to drop special-edition M&M'S Smushy Surprize Matte Lip Balm blind bags. This collaboration, a first of its kind for NYX Professional Makeup, sees the beloved beauty brand enter the mystery collectibles space to entice Gen Z and Milennial collectors.
Across the fun and nostalgic lineup, there are seven unique Smushy matte lip balms—ranging from sheer to pigment-packed—each inspired by M&M'S spokescandies like Green, Red, Yellow, plus one rare bling bag. Fans who collect all of the shades in the NYX Professional Makeup x M&M'S collection, including the rare find, have a chance to win exclusive prizes.
Across the fun and nostalgic lineup, there are seven unique Smushy matte lip balms—ranging from sheer to pigment-packed—each inspired by M&M'S spokescandies like Green, Red, Yellow, plus one rare bling bag. Fans who collect all of the shades in the NYX Professional Makeup x M&M'S collection, including the rare find, have a chance to win exclusive prizes.
Trend Themes
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Blind-box Retail Experiences — The uncertainty and reveal mechanics of blind bags are creating repeat-purchase dynamics that shift value from single items to the thrill of discovery and collection.
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Brand Collaboration Collectibles — Cross-category partnerships between iconic IP and consumer goods are turning everyday products into limited-edition memorabilia with secondary-market potential.
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Gamified Product Drops — Timed releases, rarity tiers, and prize-linked collections are transforming product launches into game-like events that deepen engagement and social sharing.
Industry Implications
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Beauty and Cosmetics — Makeup and skincare brands are leveraging collectible formats to create ongoing engagement loops and encourage portfolio-level purchasing behaviors.
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Confectionery and Snacks — Snack companies are extending their IP into non-food merchandise to monetize brand nostalgia and reach new demographics through lifestyle tie-ins.
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Retail and E-commerce — Online and brick-and-mortar retailers are integrating mystery drops and limited runs into merchandising strategies that increase foot traffic and conversion through scarcity-driven demand.
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