PIXY Malaysia brought its Airy Series to the streets of Kuala Lumpur, transforming the heritage stretch from Pasar Seni to Bangunan Sultan Abdul Samad into a celebration of beauty, music and movement.
Dressed in PIXY’s signature airy outfits, a lively street crew moved through the city alongside a mobile DJ and rollerbladers. The activation turned an ordinary morning into a street spectacle, encouraging Malaysians to stop, interact and capture the moment.
Named The Airy Takeover, the activation brings the Airy Series philosophy to life through beauty that feels light, looks effortless and allows freedom of movement.
Rather than asking people to step into PIXY’s world, the brand stepped into theirs.
“We wanted to take beauty out of its usual setting and put it right where real life happens,” said Abby Tai, Creative Managing Partner at HYP Global, who led the campaign.
“Bebaskan Diri, PIXY Airy is all about feeling light, free and effortless, both in the products as well as philosophically. So we wanted the launch to feel exactly that way. The music, the rollerbladers, the movement through the streets, everything was designed to invite people into this world of Airy.”
The street takeover reflects the spirit of Bebaskan Diri, the creative platform behind the Airy Series. Instead of covering up or overcomplicating beauty, PIXY champions lightweight makeup that works with the skin and keeps up with everyday life.
Skincare Meets Lightweight Makeup
Combining makeup performance with skincare-inspired formulations, the Airy Series features ingredients such as Hyaluronic Acid, Niacinamide and Aloe Vera. Its lightweight textures are designed for comfortable wear in Asian climates.
From priming and tinting to setting and complexion coverage, the collection centres on three principles: Airy Light, Skin First and Oil Control.
“Consumers today are looking for makeup that does more than provide coverage,” said Zue Shariff, Marketing Lead for PIXY at Mandom Malaysia.
“They want products that feel comfortable, work with their skin and fit effortlessly into their everyday lives. The Airy Series brings together skincare-inspired ingredients and lightweight makeup technology to deliver exactly that. The Airy Takeover is an extension of that idea, modern beauty that feels accessible, energetic and real.”
“PIXY has always been about making beauty approachable and relevant to the way people live,” said Kyohei Yoshioka, General Manager of Mandom Malaysia.
“With the Airy Series, we are taking that philosophy further by responding to a new generation of consumers who value both performance and comfort. This launch represents not only a new product series, but also how PIXY continues to evolve with the changing beauty landscape while staying true to its roots.”
Meet the PIXY Airy Series
The collection features five complexion essentials designed for a breathable, lightweight finish.
- Airy Hydra Blur Primer
Helps smooth the appearance of texture and pores while creating an even base for makeup. - Airy Serum Skin Tint
A lightweight complexion tint infused with Hyaluronic Acid and Niacinamide for comfortable, natural-looking coverage. - Airy Blur Fit Loose Powder
Helps control excess oil while setting makeup with a lightweight, blurred finish. - Airy Serum Cushion Glow
A buildable cushion formula combining complexion coverage with skincare-inspired hydration. - Airy Stay Two Way Cake
Long-wearing, lightweight coverage designed to remain comfortable through heat and humidity.
Together, the range caters to those who want makeup that keeps up with their day without weighing them down.
From the Streets to Your Everyday
Following The Airy Takeover, PIXY Malaysia will bring the Airy Series to consumers nationwide through promotional offers at major retail outlets and official e-commerce platforms. The campaign arrives just in time for the year-end shopping season.
Discover the full PIXY Airy Series at pixy.com.my.