In celebration of Pride Month, NYX Professional Makeup has launched an impactful campaign titled "Family Can't Be Framed."

This initiative sheds light on the often-overlooked concept of chosen families within the LGBTQIA+ community.

A GLAD study revealing that nearly 40% of queer adults have faced rejection from their birth families has driven NYX to focus on the strength and solidarity found in these non-traditional family units.

The campaign features three distinct chosen families, each representing a unique facet of the LGBTQIA+ experience:

1. House of Avalon Collective

The House of Avalon, a vibrant collective of drag queens, stylists, and creatives, is prominently featured in the campaign. 

Members include "RuPaul's Drag Race" winner Symone, finalist Gigi Goode, celebrity stylist Marko Monroe, co-founder Hunter Crenshaw, makeup artist Riley Holden, drag queen Grant Vanderbilt, and social media personality Caleb Feeney. 

This group exemplifies the power of creative and emotional support within the LGBTQIA+ community.

2. Professional Football Cheerleaders

Highlighting the role of chosen families in the sports world, professional football cheerleaders Napoleon Jinnies, Jose Capetillo, and Eswinn Diaz are also part of the campaign. 

Their inclusion underscores the importance of visibility and acceptance in traditionally conservative spaces, demonstrating how chosen families provide crucial support.

3. L.A. LGBT Center Members

Members of the L.A. LGBT Center -- Jack Alghannam, Mark Chavez, Heather Torres, Roblez, Daniella David, and Rhanyon Orosco -- add another layer to the campaign.

The center has long been a haven for LGBTQIA+ individuals seeking acceptance and community, and these members' stories highlight the essential role such organizations play in forming chosen families.

"To us, family isn't always defined as the people who are related to you," said Monroe from the House of Avalon. "Family is, most importantly, the people in your life who are honest, unconditionally loving, and will be there for you no matter what."

Ongoing Support Initiatives

To bring the campaign to life, NYX Professional Makeup hosted an interactive event at L.A. Pride in the Park on June 8. The event featured family portrait opportunities, dancing, colorful confetti celebrations, and product giveaways. 

NYX also participated in the L.A. Pride parade on June 9, further cementing its commitment to the LGBTQIA+ community.

The brand is a also long-time partner of the L.A. LGBT Center and continues to offer educational resources through its Proud Allies for All program. 

"We are proud to highlight chosen families in celebration of our 'Family Can't Be Framed' Pride campaign this year," said Andrea Muguerza, VP of marketing at NYX Professional Makeup. "We want to emphasize the importance of inclusion and acceptance of the LGBTQIA+ community, and their chosen families as an essential support system."