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NYX launches NFTs to access the world's first beauty DAO 'GORJS'

Chloe Burney
20 January 2023

NYX Professional Makeup has joined the metaverse and created creating the world’s first decentralised autonomous organisation (DAO), hoping to serve as an incubator of 3D digital beauty creativity.

A DAO is an organisation constructed by rules encoded as a computer program, seeking to be as transparent as possible and controlled by the organisation's members, as opposed to traditional business or government control.

To celebrate the launch, the L’Oréal-owned beauty brand will release a limited collection of NFT access passes that will unlock perks for the DAO's first 1,000 members.

Those interested in purchasing one of the NFTs can pre-mint the FKWME NFTs and access the DAO, named GORJS, in the allowlist sale on 31 January 2023. The full NFT drop is scheduled for 1 February 2023 on GORJS.

As the Web3 era continues, NYX's GORJS aims to "empower a community of makeup enthusiasts, artists, and collectors" and bring beauty to the metaverse. Artists participating in the DAO retain full ownership of the IP of their creative work, meaning they can earn royalties.

The GORJS Team is made up of diverse experts in the space including Amber Ward, Sebastian Borget, Brian Trunzo, Timmu Toke, Evelyn Mora, and Ashley Smith. The team will provide support for the artists and will continue to onboard additional advisors as the project progresses.

Yann Joffredo, Global Brand President of NYX Cosmetics, commented: "At NYX Professional Makeup, we invite artists to join the movement with us to 'Make the Metaverse Gorjs,' and to evolve their artistic creativity beyond the basis of physical and genetic appearances.

"With our first FKWME NFT collection, GORJS is elevating 3D creators across the industry, and cultivating growth, equity and innovation within the community, and ultimately, providing them a path to success within the Web3 ecosystem."

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