Rihanna’s renowned cosmetic brand, Fenty Beauty, has unveiled its entry into the metaverse, marking a significant move for the company.
The initiative involves the launch of a virtual space called “Fenty Beauty and Skin” within the Roblox metaverse. It will enable users to explore Fenty Beauty products and engage with the brand in a more immersive and interactive way.
Once inside the virtual experience, players will have the chance to collect various ingredients and venture into the Gloss Bomb lab. Within the lab, users will be able to create their own version of the famous Gloss Bomb lip gloss, a signature product by Fenty Beauty. Users can then submit and vote for their custom creation in the Sephora experience, a virtual space decorated with Sephora’s distinctive style and colors.
Rihanna herself will select one lucky winner among the submitted creations to inspire the development and production of the next IRL Gloss Bomb product.
Furthermore, Fenty Beauty fans will also be able to explore the brand’s latest fragrance within the virtual environment.
The much-anticipated virtual experience will officially launch on Roblox this Friday, June 30, 2023.
This move follows Fenty Beauty’s previous filing of a trademark application to enter the metaverse and provide NFTs back in March 2022.
With this entry into the metaverse, Fenty Beauty joins a growing list of brands embracing the Web3 space. In April, Coty introduced “Coty Campus,” a virtual hub designed to enhance collaboration and training for its global employees. Likewise, in March, Clinique launched “Clinique Lab,” a metaverse experience that allowed customers to delve into the brand’s rich heritage and iconic products.
