Baddies to the Front: Lorde Sanctus on Making NYX's "Baddie Anthem"

Today is International Music Day, and NYX Professional Makeup marked it by dropping "Baddie Anthem," a two-minute early-2000s R&B bop produced by WondaGurl and sung by Honey Bxby. The person who built that room is from the 805. Lorde Sanctus is a producer, artist, songwriter and futurist, and his day job is Director of Entertainment Innovation at NYX. We asked him how a beauty brand ended up running a record label, and what it took to get this one out the door.

Who is Lorde Sanctus?

"I'm a producer, artist, songwriter and futurist from the 805. I'm the Director of Entertainment Innovation at NYX Professional Makeup. My job is to innovate on how the brand interacts with technology and culture."

How did NYXTAPE get to round two?

"In 2025 I spearheaded the NYXTAPE campaign to support up-and-coming women in music. As a musician who's been in the business for over 20 years, there were so many women I wanted to support, but we could only pick five. I think we made the right choice. 340 million views on TikTok would agree.

"So we're back with round two to support women producers, and there was no one more deserving than one of my top five producers of all time, WondaGurl. I was introduced to Honey Bxby by our brand president and was sold rather quickly, so it all made sense."

The first NYXTAPE ran Snow Tha Product, Zeina, Dina Ayada, 8ae and Ashley Mehta through a songwriting camp. Round two hands the board to WondaGurl, the Juno-winning Toronto producer behind Travis Scott's "Antidote" and Jay-Z's "Crown." On the mic is Honey Bxby, the Asbury Park, New Jersey singer behind "Touchin'" and "Left Eye," who went to cosmetology school before music took over. A beauty brand could not have cast it better.

So what is "Baddie Anthem"?

"It's exactly what it sounds like: an anthem for the baddies. I served as a sort of executive producer, selecting the final track, organizing the talent, the location, et cetera. I've been on a nostalgic R&B kick, so when Wonda sent the pack with the early-2000s bop, everything started to gel."

How hard was it to get out?

"I've produced a lot of records for a wide range of projects, but this was the most intense. The scope changed so many times and dates got pushed back. We worried it might not come out. So to see it on streaming platforms and social, and to see the positive feedback, makes all of the work worth it."

What would you tell a new producer?

"Study the classics, as far back as you're able to go, and dissect your favorites. Who made them? Why did they make the choices they did? There's so much information out there that I wish I had coming up. Studying the past will make you a deadly commodity in the future."

Studying the past will make you a deadly commodity in the future. | Lorde Sanctus

Walk us through the process.

"I can't disclose the process, but I will say it took a long time. Perseverance is key. So is imagination. I never knew I'd start a record label for a major beauty brand, but I always imagined something like this could be possible."

Last word?

"Go stream 'Baddie Anthem,' add it to your playlists, and know that it's infused with 805 energy and creativity. I'm motivated by pushing my boundaries and doing things I've never done before. This project checks all the boxes, and to see it out in the world is hella gratifying."

Know a producer who needs to hear that advice? Send them this one.