LUX Launches #LUXMyWill: Turning Viral Beauty Trends into Lasting Declarations

Global beauty brand LUX, in partnership with Media OutReach Newswire and VML Singapore, has launched #LUXMyWill, an innovative initiative that transforms a viral social media trend into a formal, legally recognized declaration of personal style. The trend, known as #BuryMeInThis, has been popular on platforms like TikTok and Instagram, where women post videos of the look they would want to be remembered in. What started as playful content has evolved into a cultural statement of identity, with women declaring that they are not dressing for occasions—they themselves are the occasion. LUX recognized the deeper significance behind this movement and collaborated with legal experts to give it permanence, enabling women to turn a fleeting social post into a formally recognized personal style wish that can be witnessed, documented, and preserved.

The #LUXMyWill initiative invites women to declare their chosen look on camera and tag someone they trust to honor that wish. Legal specialists worked alongside the brand to define what gives such a declaration standing, creating simple, accessible content to explain the process. Selected participants receive a LUX My Will box designed to preserve their chosen outfit alongside their recorded declaration. The movement has grown organically, with creators who previously posted under #BuryMeInThis revisiting their content to make it official, tagging friends who then create their own declarations. Each tag becomes a new participant, each declaration a witnessed moment, and each video a permanent expression of personal style. Through this chain of participation, #LUXMyWill has expanded rapidly, turning individual expressions of glamour into a collective cultural movement.

Judy Zu, Global Brand Director of LUX, emphasized that beauty has always been a powerful form of self-expression, and today women are taking that further by not waiting for occasions but becoming them. The trend showed that when a woman chooses how she wants to be remembered, it is not frivolous—it is a statement of identity. LUX wanted to give that statement the recognition it deserves. At its core, #LUXMyWill reinforces LUX's enduring belief that beauty is not just something you wear for a moment; it is something you embody, define, and leave behind because you are the occasion. The initiative is a testament to LUX's commitment to celebrating beauty and femininity since 1925, standing for bold, sassy, and maximalist beauty that does not blend in.