Beauty Brand LUX Launches #LUXMyWill Initiative

LUX, in collaboration with VML Singapore, has introduced #LUXMyWill, transforming the viral beauty trend #BuryMeInThis into a legal declaration. This initiative allows women to turn their online expressions of personal style into formal declarations. By doing so, LUX aims to give lasting recognition to women's style choices.

The trend originated from women on TikTok and Instagram declaring a look they'd wish to be remembered in. LUX has collaborated with legal experts to formalize such declarations with a durable impact. Participants can document their chosen look, ensuring it remains a permanent statement of their identity.

Each declaration turns an individual style into part of a broader cultural movement. #LUXMyWill illustrates that beauty is more than momentary – it's a lasting expression. This effort highlights LUX’s belief in beauty as a defining personal trait.