GUT Los Angeles Named US Agency of Culture for NYX Professional Makeup

GUT Los Angeles and NYX Professional Makeup has announced a new partnership with GUT’s appointment as the brand’s US Agency of Culture. Agency of Culture is an innovative, new partnership that will help build long-term brand value by empowering NYX Professional Makeup to tap into new communities, conversations, and spaces while keeping self-expression and affordability at the forefront.

As US Agency of Culture, GUT will partner with NYX Professional Makeup on brand activation plans built around consumer trends and insights, providing creative leadership and support. The first work of the partnership, Make Lines Epic, spotlights Epic Ink Glitz metallic liquid eyeliner and celebrates music festival season and the joy and community found in those spaces. The ad will run on streaming and social platforms during the upcoming festival season. The brand continues to support women in entertainment and partnered with award-winning director Hannah Lux Davis, best known for her acute attention to detail, striking imagery, and iconic vision.

“NYX Professional Makeup has always been at the forefront of beauty and culture, pioneering trends and empowering makeup artistry at every level,” said Yasmin Dastmalchi, general manager USA at NYX Professional Makeup. “As a digital and social native brand, we’re thrilled to partner with GUT as our US Agency of Culture to deepen our connection with emerging communities, creators, and cultural movements. Together, we’ll continue pushing boundaries in beauty while championing bold self-expression and accessibility for all.”

The remit is built around Gusta, GUT’s in-house trend-curator platform that creates new business opportunities through a bespoke cultural tracker and dedicated curation team that steep client partners into where culture collides with the world their brand shows up in. Putting brands into culture drives brand value over time and this partnership is designed with that long-term vision at its core.

“NYX Professional Makeup stands for fearless self expression, welcoming community, and accessible creativity for everyone. As a creative agency built on the idea of bravery, we couldn’t be more proud to work with a brand who aligns so closely to our own values.” said Sandra Alfaro, CEO of GUT, US. “We are thrilled to expand into the beauty and cosmetics category with a partner committed to championing culture-shaping, inclusive creativity.”

GUT Los Angeles opened in 2022 and last month hired James Hidden as the office’s first Managing Director. He leads the office with chief creative officers Bruno Acanfora and Ariel Abramovici. GUT Los Angeles is known for its award-winning work with DoorDash and brands including WhatsApp, Vans, and Corona.