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Fenty Beauty set to enter metaverse with virtual trademark applications

Jeremy Lim
21 March 2022

Rihanna's Fenty Beauty has filed a series of trademarks for Web3 and the metaverse to sell virtual cosmetics and hair care products, according to US trademark attorney Josh Gerben of Gerben Law.

The trademark applications, which was reportedly filed through Roraj Trade LLC, includes "downloadable virtual goods comprising cosmetics, makeup and hair accessories" for use in online virtual worlds, retail stores, online environments, NFTs (non-fungible tokens) and digital media.

According to the filing, the company is also planning to offer "online, non-downloadable virtual goods" in the metaverse such as hair care preparations, skincare accessories, digital art and photographs for use in virtual environments.

Fenty's venture into the metaverse comes at a time when Rihanna is reportedly eyeing an IPO for her lingerie business Savage X Fenty at an estimated £2.3 billion ($3 billion) value.

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