Why Paloma Sanchez’s NYX Lip Liner Collaboration Is a Win
It’s no secret that influencers are making brands a lot of money. But what happens when a brand partners up with an influencer who genuinely loves their brand? Magic.
Take Paloma Sanchez—simply known as Paloma—as a prime example. If you’ve followed or peeped into her TikTok, you know she’s a popular Mexican beauty influencer. Look further, and you know she has a particular interest in NYX products: specifically, their original Cold Brew Lip Liner that she yearned for after it changed its original formula.
Fast forward to today—and multiple posts trying to “dupe” the original lip liner’s formula later—Paloma collaborated with NYX for their new OG Brew Lip Liner.
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Though it sounds like another influencer collaboration—it’s actually deeper than that. Let’s talk about why this is such a win for Latina beauty influencers and how brands can learn from this strategic move.
@whor3chata_ NYX OG brew lip liner has arrived 👀👀 @NYX Professional Makeup #nyxcoldbrew #paloma #lipcombo ♬ original sound - paloma🐇
A win for the Latina beauty community
NYX’s OG Brew Lip Liner collaboration with Paloma is a win for the Latina beauty community. It’s a win because it opens doors for other Latina creators who want to take the next step in their beauty career and have the right audience for it.
It’s one thing to promote a brand, but once your name is attached to the brand, it takes your worth to the next level. With this success, Paloma can become the face for future brands that she aligns with. Imagine her creating her own lip liner kit with NYX?
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Furthermore, this could also open doors for more beauty brands to collaborate with her in the future—showing exactly why it’s important to include Latina influencers in global campaigns.
@whor3chata_ NYX OG Brew lip liner reveal!! Linked through my account exclusively for the first 48 hours @NYX Professional Makeup #nyxcoldbrew #coldbrew #lipliner #paloma #nyxcosmeticspartner ♬ original sound - paloma🐇
What brands should learn from Paloma x NYX’s move
Global brands should learn that these authentic moves work. In this case, Paloma let her social media followers know that the lip liner collaboration sold out five hours after its launch (January 3). NYX replied, “you did that bestie👏 working to get it restocked asap.”
@whor3chata_ NYX OG brew lip liner is sold out im sorry 💔 #nyxcoldbrew #paloma #lipliner ♬ original sound - Lachlan Sutherland
What influencers and product collaborations would you like to see in the future?
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