Case Study: NYX Professional Makeup builds a 5,000-strong Gen Z brand advocate community with Bulbshare

Building the future of customer advocacy Creating a legion of Gen Z brand advocates for a cosmetics giant

NYX Professional Makeup, part of the L’Oréal group, wanted to build a 5,000-strong community of makeup artists, customers, and micro-influencers who could become authentic brand advocates and share content, reviews, and recommendations across their own social channels. Bulbshare helped power this customer advocacy initiative for the cosmetics brand.

Bulbshare built NYX Professional Makeup a fully branded app and onboarded 5,000 community members into a content and brand advocacy program. The community has already generated 1,000+ pieces of content and product reviews, with content reaching millions across social media, helping inform marketing strategy and amplify authentic user-generated content.

NYX Professional Makeup

Sam Crossman

Chief Digital Officer