Global beauty brand LUX, in partnership with VML Singapore, has launched #LUXMyWill, an initiative that transforms the viral social media trend '#BuryMeInThis' into a formal, legally recognized declaration of personal style. The program addresses a growing cultural shift where women use hashtags like #BuryMeInThis on TikTok and Instagram to express the outfit they would want to be remembered in, signaling that they are not dressing for occasions but are themselves the occasion.
LUX recognized the deeper significance behind this trend and collaborated with legal experts to give it permanence. #LUXMyWill allows women to turn a fleeting social post into a formally recognized personal style wish that can be witnessed, documented, and preserved. Participants declare their chosen look on camera and tag someone they trust to honor it. Legal specialists helped define what gives such a declaration standing and created simple, accessible content explaining the process. Selected participants also received a LUX My Will box designed to preserve their chosen outfit alongside their recorded declaration.
“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. “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 movement built organically as creators who had previously posted under #BuryMeInThis revisited their content to make it official, tagging friends who then created their own declarations. Each tag became a new participant, each declaration a witnessed moment, and each video a permanent expression of personal style. Through this chain of participation, #LUXMyWill expanded rapidly, turning individual expressions of glamour into a collective cultural movement.
At its core, #LUXMyWill reinforces LUX’s enduring belief that beauty is not just something you wear for a moment but something you embody, define, and leave behind—because you are the occasion. For more information, visit LUX and follow the conversation on social media with #LUXMyWill.
