At this point, everything that can conceptually be moved to the metaverse has been moved. This includes clothing, games, everyday life in general, and now L’Oréal is moving cosmetics to the metaverse. He is the first to do so as he files several patents that will allow the cosmetics giant to offer virtual variants of its products for use in this nascent space.

L’Oréal enters the metaverse

L’Oreal is the latest of many fashion and beauty brands that have started to make their mark in the metaverse. Following its predecessors, the cosmetics giant has filed a number of trademarks that will mark its entry into the space. A total of 17 trademarks have been registered with the World Intellectual Property Organization which encompass the brand and its subsidiaries.

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The French brand plans to offer virtual versions of its cosmetics in the metaverse such as skincare, haircare, etc., all in downloadable format. L’Oreal plans to offer things like virtual perfumes for purchase in the metaverse.

L’Oreal USA made the filings, which are all linked to the brand’s subsidiaries such as Kiehl’s, Urban Decay, Maybelline, It Cosmetics and Essie, a nail polish brand. The registrations cover a wide range of features such as rights for non-downloadable virtual flavors in the metaverse in the case of Kiehl’s. L’Oreal intends to allow all of its users to buy, sell and trade all of their virtual cosmetics.

This follows in the footsteps of P&G Beauty, a beauty brand that entered the metaverse in 2021. The virtual world of Procter & Gamble’s beauty division was exclusively for its brands. BeautySphere, as it was named, was created to bring users to brands. It is accessible to anyone with a computer, which offers immersive video content.

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Although this initiative by L’Oréal puts its products in virtual form in the metaverse, it is not the first time that the beauty brand has entered the space. Late last year, L’Oreal followed the likes of Nike when releasing its first NFT collection. These NFTs featured artwork promoting gender equality by five artists. The NFT line did not do as well as expected. But L’Oreal is undeterred as it again makes a big splash for the space with new brand filings.

Featured image from Digiday, chart from

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