First ever Metaverse Beauty Week to launch this June

A "first-of-its-kind" Metaverse Beauty Week will launch in June, allowing brands and consumers to experience beauty through a series of virtual Web3 experiences.

Developed by creative agency CULT, the festival will take place between 12-16 June 2023. It will held across multiple metaverse platforms, including Spatial, Roblox and Decentraland.

Metaverse Beauty Week will allow participating brands to host a suite of immersive experiences that look to "redefine the future of beauty in our virtual lives".

As part of this, consumers will be invited to explore ‘phygital’ converged experiences, wearables and gamified activations from a variety of brands spanning the beauty and wellness sectors.

These activations include games for users to win exclusive prizes and products in the metaverse as well as ones that will be delivered in real life, and avatars that can collect wearable NFTs.

There will also be a series of physical in-person events taking place across the week, inviting consumers to shop the products they have seen virtually, showcasing "how the two worlds can co-exist".

The full programme of events and experiences will be announced over the coming weeks.

Bridey Lipscombe, Co-founder of Metaverse Beauty Week, said: "A first of its kind, we see Metaverse Beauty Week as a step towards understanding the infinite possibilities for beauty within Web3.

"So many brands, large and small, are exploring the digital side of beauty experiences, rising above physical limitations and we are excited to see some of the world’s greatest beauty brands engaging in the future of beauty and wellness in the Metaverse, and what it can mean for their communities."

The news follows the launch of a number of recent Metaverse experiences by beauty brands including L'Oreal, NYX Cosmetics and Lottie London. Most recently, Clinique introduced a global digital retail concept, bringing its in-store experience to consumers via a new virtual world.