LUX, VML Singapore turn beauty trend into legal statement with #LUXMyWill

Singapore – Global beauty brand LUX has launched #LUXMyWill, a new campaign that reimagines the viral #BuryMeInThis social media trend is a legally documented declaration of personal style.

Developed in collaboration with VML Singapore, the initiative builds on a trend popular across TikTok and Instagram, where users share the outfit or look they would want to be remembered in. 

Rather than treating the trend as a fleeting online moment, LUX sought to give it lasting significance by working with legal experts to create a process that allows participants to formally record their wishes.

Through #LUXMyWill, participants are invited to film themselves declaring their chosen look and tag someone they trust to honour that wish. 

Legal specialists also helped develop educational content explaining how such declarations can be witnessed, documented, and preserved.

Selected participants receive a LUX My Will box designed to store both their chosen outfit and recorded declaration.

According to LUX, the campaign reflects a broader cultural shift in how younger consumers view beauty and self-expression.

“Beauty has always been a powerful form of self-expression. Today, women are taking that further—not waiting for occasions, but becoming them,” said Judy Zu, Global Brand Director at LUX.

She added, “This trend showed us that when a woman chooses how she wants to be remembered, it’s not frivolous—it’s a statement of identity. We wanted to give that statement the recognition it deserves.”

The campaign also encourages community participation by prompting creators who previously shared #BuryMeInThis posts to revisit their content, formalise their declarations, and nominate others to do the same. 

LUX says this creator-to-creator mechanic is designed to organically expand the movement through social sharing.