The Gen Z influencer is the face of the beauty brand and its new digital campaign, redefining modern glamour through a bold, expressive lens.
(PRUnderground) March 19th, 2026
NYX Cosmetics has appointed Gen Z model and digital creator Leah Talabi as its Global Brand Ambassador.The 26-year-old model and internet personality is “a defining voice of her generation, blending creativity, confidence and cultural awareness,” the brand said. Michigan-born Talabi rose to prominence as an award-show host and model, amassing over 1.6 million followers on Instagram.
She is known for her striking visual presence, elevated style and ability to merge high-fashion aesthetics with accessible, digital-first storytelling. In addition to her modeling career, Talabi has worked with major fashion and lifestyle brands, positioning herself as a leading voice within the next wave of beauty and fashion creators.
“I’ve always approached beauty as a form of self-expression rather than perfection,” Talabi said. “Working with NYX feels like a natural alignment with how I see beauty—bold, creative and unapologetic.”
“Hence why, when NYX came to me, I felt incredibly excited that the brand understands individuality and celebrates authenticity.”
NYX Professional Makeup, commented: “Leah represents a new era of beauty—one that is inclusive, expressive and driven by community.”
“We admire her ability to connect with audiences through authenticity while pushing creative boundaries.”
Previous NYX ambassadors and collaborators have included a diverse mix of creators, artists and global talent across fashion, music and digital culture. As part of the collaboration, NYX Cosmetics will launch a multi-platform digital campaign featuring Talabi across Instagram, TikTok and YouTube. The campaign will spotlight a series of beauty-led content moments, including tutorials, behind-the-scenes footage and editorial-style visuals highlighting NYX’s latest product launches.
In the first phase, Talabi is seen creating signature looks that reflect her personal aesthetic—combining minimal glam with bold, statement elements. She also collaborates with NYX’s creative team to explore product innovation, shade inclusivity and the evolving role of beauty in digital culture. Within the campaign, Talabi comments: “Beauty is about creativity—you can redefine it however you want.” Short-form content from the campaign will be distributed across social platforms, reinforcing NYX’s digital-first approach to global storytelling.
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Original Press Release.
