NYX & M&M'S Bet on Beauty Nostalgia with New Collectible Lip Balms

LOS ANGELES, CA – May 01, 2026 – In a move that blends the worlds of candy-coated nostalgia and modern beauty trends, NYX Professional Makeup today announced a partnership with Mars to launch the M&M'S Smushy Surprize Matte Lip Balm collection. This limited-edition line is not just another product launch; it represents NYX's inaugural foray into the booming mystery collectibles market, a space dominated by the thrill of the unknown and fueled by social media.

The collaboration introduces a series of "blind bags," each containing a surprise lip balm inspired by one of the iconic M&M'S spokescandies. By packaging its cosmetics as collectibles, the brand is making a calculated bet on the powerful forces of nostalgia and the viral nature of "unboxing" culture that has captivated Gen Z and millennial consumers.

Tapping into the Collectible Craze

NYX's decision to enter the collectibles space is a direct response to a massive and rapidly growing market. The toy collectibles sector alone is projected to swell to $52.2 billion by 2035, with recent figures showing a staggering 33% year-over-year growth. This surge is largely driven by what the industry calls "kidulting," where adults, motivated by nostalgia, make up a significant portion of the collector base. Research indicates that for approximately 68% of collectors, nostalgia is the primary purchasing driver.

The M&M'S Smushy Surprize collection is perfectly engineered to capitalize on this phenomenon. The line features seven unique matte lip balms, each with a milk chocolate scent, corresponding to the colors of the famous candy characters: Red, Green, Yellow, Blue, Orange, and Brown. Adding to the excitement is a seventh, rare "Purple" shade, turning the simple act of buying a lip balm into a treasure hunt. This element of rarity is a cornerstone of collector culture, creating urgency and encouraging multiple purchases.

"At NYX Professional Makeup, we don't do boring beauty. It should feel like your favorite candy: fun, bold and hard to put down," said Denee Pearson, the company's Global Brand President, in today's announcement. "With our new blind bags, we're giving you the keys to the candy store and we hope our community secures every bag!" The strategy is clear: transform the makeup aisle into a modern-day candy store, where the prize inside is both a surprise and a status symbol.

The Unboxing Phenomenon and Nostalgia's Power

The entire concept is tailor-made for the social media age, particularly for TikTok, where the "unboxing" trend has amassed billions of views. Brands like Squishmallows have skyrocketed to fame, with their hashtag accumulating over 13 billion views, largely thanks to users sharing the joy of revealing their latest find. NYX is positioning its M&M'S collaboration to become the next viral unboxing sensation in the beauty community.

This is familiar territory for the digitally-native brand, which has a proven track record of creating viral moments. Its #ButterGlossPop challenge on TikTok, for instance, generated over 11 billion views and significantly boosted brand awareness. By partnering with creators worldwide to unveil their surprise M&M'S shades, NYX is setting the stage for a similar wave of user-generated content.

This strategy is underscored by a deep understanding of its target demographic. The collaboration leans heavily on the nostalgic power of M&M'S, a brand Pearson calls "the OG candy we're all still obsessed with." For Mars, the partnership is equally strategic. "What excites me most is how this partnership meets our fans where they are, tapping into the collector culture and unboxing craze that Gen Z and millennials are obsessed with," noted Alyona Fedorchenko, a senior executive for the Global M&M'S Ecosystem. It allows the confectionery giant to extend its brand relevance beyond the snack aisle and into the daily routines and social feeds of a new generation.

From Candy Aisle to Cosmetics Counter

The NYX and M&M'S crossover is the latest in a long and successful lineage of food and beauty collaborations. In recent years, consumers have seen everything from doughnut-inspired lip treatments by Rhode and Krispy Kreme to Girl Scout cookie-themed makeup from Hard Candy. These partnerships thrive by creating multi-sensory experiences that merge familiar tastes and scents with the visual and tactile appeal of cosmetics.

The Smushy Surprize collection follows this playbook to the letter. The promise of a "delicious milk chocolate scent" and a formula that glides on "chocolatey-smooth" is designed to evoke the simple pleasure of eating M&M'S. The shades themselves range from sheer to bold, full-pigment colors, enticing consumers to collect them all to discover each unique payoff. This product design cleverly merges the utility of a hydrating lip balm with the novelty of a themed collectible.

This partnership is a symbiotic one. NYX leverages the universal recognition and nostalgic affection for M&M'S to cut through a saturated market, while M&M'S reinforces its status as a pop culture icon by aligning with a trendy, Gen Z-focused beauty brand. The collaboration was brokered by Mars' exclusive licensing agency, Brand Central, highlighting the deliberate and strategic nature of such brand extensions.

A Calculated Move in a Crowded Market

For NYX Professional Makeup, this launch is more than just a fun, colorful collection; it is the logical next step in a marketing strategy built on cultural relevance and digital engagement. Having already found success with partnerships tied to blockbuster films like Barbie and Beetlejuice Beetlejuice, the brand continues to demonstrate its knack for tapping into the cultural zeitgeist. By choosing a universally beloved brand like M&M'S, NYX is aiming for a level of mass appeal that transcends typical beauty marketing.

The global rollout, available immediately on the company's website and through retailers worldwide, ensures maximum impact. The accessibly priced lip balms are positioned to appeal to a broad audience, from casual shoppers looking for a fun purchase to dedicated makeup fans and collectors eager to complete their set. As consumers begin to unwrap their surprise shades and share their finds online, both NYX and Mars will be watching closely to see if this potent blend of candy, cosmetics, and collectibles has become the new definitive recipe for viral success.