To many, the initial concept of the metaverse appeared improbable and absurd. But despite its contentiousness, as the masses have grown accustomed to the the inevitability of a virtual takeover, the beauty industry has irrefutably taken note. So, what is the metaverse anyway? To put it simply, it’s an immersive space where users can interact with one another, blending elements of the physical, with the digital. From NFTs to augmented reality headsets, if the idea of the metaverse hasn’t quite captivated your interest, the beauty industry’s approach to it most certainly will.
Whilst brands like Dermalogica have launched interactive, 3D virtual experiences, labels such as Nars have not only created a collection of NFTs, but have partnered with Roblox to incentivise users to remain engaged with their products – whether physically, or online. From Fenty Beauty’s decision to file a trademark for virtual downloadable goods, to L’Oréal’s 17 trademark applications linked to NFTs, it can’t be denied that the beauty world is set to tackle just about anything that comes its way.
Below, you’ll find everything you need to know about the five beauty brands that are taking the metaverse by storm.
Dermalogica
In July 2021, Dermalogica soft-launched its virtual reality e-commerce storefront, enabling users to purchase featured products. Whilst including an avatar of Dermalogica’s VP of Technology and Innovation, Dr. Angela Murphy, users can employ a Dermalogica aesthetician locator, utilise a free skin analysis face mapping tool, and even watch educational videos on the brand’s latest products. Whilst heightening brand awareness and driving website traffic, it’s Dermalogica that undoubtedly has innovation at its forefront.
Nars
Sold via NFT marketplace Truesy to intentionally coincide with National Orgasm Day, in July 2021, Nars Cosmetics commissioned three artists to create NFTs inspired by their signature Orgasm line, with prices ranging from $50 to $500. To make matters more exciting, Nars further entered the metaverse when they partnered with Supersocial to launch an immersive virtual experience on Roblox. The feature, known as Nars Color Quest, was inspired by the brand’s Laguna and Light Reflecting product franchises, depicted via four different islands. Each is home to a non-playable character, including founder and creative director François Nars, where users can use virtual currency to purchase a plethora of virtual looks and merchandise – building their very own makeup palettes inspired by real-life products. Targeting 13 to 24 year-olds, Nars are inevitably set to conquer the next generation of beauty fanatics.
Clinique
Recently, Clinique launched its inclusive ‘Metaverse Like Us’ NFT project, partnering with makeup artists Sheika Daley, Emira D’Spain, and Tess Daly. Within the brands collection of avatars, 60% depict people of colour and 20% represent those suffering from issues such as Vitiligo and Down Syndrome, ensuring that a wide range of communities receive the representation they deserve in the virtual realm. Whilst the avatars are more than just images and can be used to travel between different metaverse spaces, each of the beauty looks represent an achievable reality utilising Clinique’s staple products. In addition to boosting sales, Clinique is simultaneously opposing the unrealistic beauty standards that are embedded within our everyday reality, taking advantage of new technologies to advocate individuality in all its shapes and sizes.
Byredo
As an increasing number of its counterparts continue to invest in the digital realm, Byredo has caught on. Partnering with Nike’s digital fashion startup, RTFKT, the pair are set to release a series of “digital and physical fragrances.” Made up of 26 different components that reflect a variety of emotions, such as harmony and naivety, the collectable smells are available in limited numbers, solely existing within Web 3.0 and flaunting their title as ‘the scent of the metaverse.’ Both bold and experimental, we wouldn’t expect anything less from a label like Byredo.
Charlotte Tilbury
This April, Charlotte Tilbury launched its 3-Dimensional, immersive virtual shopping world, including a virtual try-on feature as well as the chance to book 1-2-1 virtual consultations. Collaborating with e-commerce platform Obsess to launch the Pillow Talk Party Virtual Wonderland, guests are met by a 3D avatar of Charlotte Tilbury herself, accessing exclusive content and engaging with the ‘shop with friends’ feature. What better way to celebrate the success of a collection as iconic as this one?
Words by Gracie Eastwood
Header Image: @metaversefashionweeks
