As Gen Z steps into the workplace, they are rewriting the rules of office culture—bringing not only fresh energy but also their own style. NYX Professional Makeup has tapped into this shift with its latest campaign, Brow Compliance, a playful take on the dreaded HR training video.
Created by GUT Los Angeles and directed by Patrice Lighter, the campaign flips the corporate script by merging beauty with workplace satire. Instead of stiff, outdated lessons, Brow Compliance speaks Gen Z’s language—memes, humor, and unapologetic self-expression.
At the center of the campaign is NYX’s Brow Glue Crazy Lift, positioned as the tool that lets brows “do the talking” in office hallways and boardrooms alike. The idea: professionalism doesn’t mean blending in—it can mean showing up as a “corporate baddie,” fierce and polished.
“Nobody ever said, ‘I just finished my compliance training and now I look gorgeous.’ Until now,” quipped Bruno Acanfora, chief creative officer at GUT LA. “We wanted to take the universally dreaded, mandatory workplace training and turn it into a moment of fun, beauty, and self-expression. Partnering with Corporate Natalie was a no-brainer. She perfectly captures the humor, hustle, and side-eye of Gen Z entering the working world.”
By parodying workplace rituals and rebranding them with a pop culture edge, NYX is not just selling product—it’s reinforcing its identity as a beauty brand unafraid to blend fun with function.
