The beauty metaverse is here: are you ready to play?

If the concept of beauty to you consists of the physical experience of purchasing and lavishly applying the product, we're here to let you know that it might be time to open up to something new. Beauty has been carving a space for itself in the digital realm for some time, but we’ve officially entered the next generation of online experiences. A runway show at which only avatars are on the guestlist? An eyeshadow that reaches its full potential only under the flash of a digital camera? This is beauty like you’ve never known before.
Welcome to the beauty metaverse.

The term metaverse originates in the sci-fi novel Snow Crash, in which residents of a dystopian world look to digital avatars of themselves as a way of escaping the doldrums of real life. The metaverse, as we now know, it is essentially the next natural extension of the internet. When the worldwide web burst into existence, we were exposed to knowledge on a level previously unknown. Now, the experience is far more immersive. We live in a world where AR and VR experiences can be picked up at the supermarket. Where you can make an avatar of yourself that can live, laugh, and even love in the digital space. We've all heard stories of Fortnite fans using the game as a social space and befriending other users. And it’s big business, with the metaverse predicted to be worth an astonishing £1.5 billion by 2030.

If this all sounds a little bit like we’re speaking a different language, it’s because there are elements of this world that are brand new. This is a space where self-expression, digital experiences and commerce intersect. For example, you can pick up POAPs (proof of attendance) in the metaverse to verify that you were ‘at’ a specific event. NFTs (non-fungible tokens) are digital collectables that can’t be copied. Also, the metaverse isn’t one neat space. It’s lots of different technologies that can be used in different ways. For beauty fans, Decentraland reigns supreme. It recently hosted Metaverse Fashion Week – an event much like its Parisian predecessor but entirely virtual. After parties and panel talks, runway shows were all on the itinerary, with brands such as Dolce & Gabbana showcasing their digital wares to gripped fashion-forward avatars.

The advances made in the metaverse signal a change in the air. Just because something is happening virtually doesn't mean it isn't real. It's worth remembering that Generation Z has never known a life without technology, and their physical and digital realities have always been intertwined. And while gaming is traditionally considered a male space, research shows that 45% of UK gamers are women. Hugely popular styling app Drest takes the editorial buzz of fashion styling and brings it into the Metaverse. You play stylist for various avatars with the world's best wardrobe at your fingertips. There's a beauty arm, too, where you can let your imagination run wild. Gucci Beauty was the first beauty brand to launch the app with 29 of its virtual beauty products. Play here. Nars followed suit, and beauty heavyweights Mary Greenwell, Sam McKnight and Josh Wood are also on board for hair and make-up advice. Even brands like L'Oréal and Fenty have filed trademarks for virtual products, and Glossier showcased a debut on Nintendo’s Animal Crossing.

Of course, the downside of such technologies lies in glitches and tech issues, which will surely be ironed out as the metaverse continues to gain traction. The benefit of a purely digital beauty world? Quite simply, there are no limits. There are no physical constraints (although financial shackles sadly still exist), meaning ‘you’ can look however you wish. This is a truly immersive playground and a chance to experience beauty in an entirely new way.

The best of the beauty metaverse

• Estée Lauder & Decentraland

The French heritage brand was the exclusive beauty partner of Decentraland’s Metaverse Fashion Week, and it created an NFT Wearable based on the cult classic (and brand #1 Advanced Night Repair.) Users could step inside the 'little brown bottle' to unlock a glowing, radiant aura inspired by the serum's real-life results. 'It marks a pivotal point for Estée Lauder in how we reach and engage new and existing customers in the metaverse,' said Stéphane de La Faverie, global brand president of Estée Lauder and Aerin Beauty. 'It was the perfect fit to create our experience in the metaverse around this iconic product, immersing consumers in the world of Advanced Night Repair and bringing Estée Lauder to a new generation in a ground-breaking way.'

• Gucci, Givenchy & Roblox

Roblox is a gaming platform that burst into headlines early last year when a virtual Gucci bag sold within its metaverse ‘Gucci Town’ for an eye-watering £3.8k – more than it would cost you to trot into the store and pick up the real deal.

Miley Cyrus also jumped into the cyber world and was the first persona to visit Gucci Town when her #FloraFantasy – the brand’s fragrance – launched. The brand's press release says: 'it is an anthem of imagination, self-expression and unbound freedom continues into this new dimension through digital adventures in Gucci Town, with content brought to life in partnership with game developer studio The Gang.' Find your way to Gucci Town here.

Givenchy has since gotten into bed with Roblox and created Givenchy Beauty House, where you can experiment with virtual Givenchy products and have a boogie on the Irresistible Dancefloor.

• Clinique

Clinique recently announced its first make-up NFT Campaign, entitled Metaverse More Like Us, 'making the most of the opportunities that the metaverse presents.' Aimed at challenging unrealistic beauty standards and bringing much-needed difference into the metaverse, Clinique's collection of avatars is hugely diverse. For example, 60% depict people of colour, and 20% represent those with conditions such as mobility issues and Down syndrome. 'Clinique has been built to tackle all skin types, so this idea of inclusivity and diversity is inherent to how we create our products,' said Clinique senior vice president of global marketing online, Carolyn Dawkins. 'It was this mentality that Clinique translated into the metaverse space.'

• Byredo X Rtftk

If you thought fragrance must live in the physical realm, think again. Luxury fragrance house Byredo has teamed up with Rtftk, a digital fashion start-up, to create digital ‘auras.’ Collectors can choose from 26 ingredients (all representing different emotions) to curate their signature scent. Two thousand physical bottles will then be produced and chipped with an NFC tag so they will be connected to you. 'A single scent is incapable of representing this virtual world, so we formulated a lexicon of elements that collectors can combine at will to make something unique,' said Ben Gorham, Byredo's founder and creative director. Expect a stampede.

• The Unseen

Many cult brands are also carving out a space for themselves in the metaverse. The Unseen has developed a fascinating range of products, such as Spectra Eye Colour. In real life, it’s a highly subtle grey sheen. Add light or a camera flash, and your handiwork will be transformed into an utterly other-worldly silver. It's pure pixel wizardry.

- Sarah Joan Ross & Clare Pennington