Millions of Gen Z and Gen Alpha players log into Roblox daily and to reach them for the back-to-school season, NYX is taking over Bayside High School, the platform’s top high school-themed experience.

With Bayside High School transformed into a beauty-infused playground, players can participate in themed mini-games led by Gluey and Misty, digital characters inspired by the brand’s viral Face Glue Gripping Primer and Setting Spray. There’s also the Smushy Track Race and the Dessert Pairing Game, both inspired by the brand’s new Smushy Matte Lip Balm, and a high-school style makeup class for players to create their own NYX Professional Makeup looks.

Meeting consumers in the virtual space they love, NYX is delivering an interactive, community-driven, fun-focused experience that champions exploration and self-expression.