Urban Decay debuts Metaverse makeovers with Roblox

American makeup brand Urban Decay is supporting the next generation of beauty creators in the metaverse by releasing 18 virtual makeup looks in Roblox, an immersive platform where upward of 65 million users connect daily.

The beauty brand developed 3D avatar wearables using products that can be purchased in real life. These limited-edition looks—nine of which are made by beauty influencers Manny Gutierrez, Leilani Green, and Emmy Combs—feature the brand's best-sellers. The line-up of products includes the 24/7 Glide-On Waterproof Eyeliner Pencil, 24/7 Moondust Glitter Eyeshadows, and the new 24/7 Inks Liquid Eyeliner.

Eva Erdmann, President at Urban Decay Global, commented: "The world of Roblox lives at the intersection of beauty and tech bringing our UD fam together.

"As we build new communities of beauty creators and fans, our goal is simple: provide a platform that lets you unapologetically express yourself and connect with like-minded makeup lovers—and Eye-Con is exactly that. We are excited to take our longstanding relationship with Ulta Beauty, our #1 retail partner since 2004, to the next level in the metaverse."

In celebration of the launch, Urban Decay invited "gamers and glamazons" to join the party online. Teaming up with Ulta Beauty, the Metaverse hosted 'Urban Decay Eye-Con', the first-ever makeup launch party on Roblox.

Through to 12 June 2023, Roblox avatars can showcase their Urban Decay makeovers on the runway, snap the looks at the selfie station, enjoy makeup tutorials on the big screen, test their beauty knowledge, and party alongside hosts Gutierrez, Green, and Combs.

Urban Decay first collaborated with Roblox’s ever-expanding universe in 2022. The brand collaborated with Paris Hilton to launch Cryptoween, a virtual Halloween soirée complete with costumes, DJ sets, and special celebrity appearances.

Erdmann added: "Last year's Paris Hilton x Cryptoween event was a major success and showed us just how groundbreaking the metaverse can be for beauty creators. Urban Decay Eye-Con will have even more color, creativity, and custom looks that are nothing short of eye-conic."

This news comes in anticipation of the "first-of-its-kind" Metaverse Beauty Week, which will launch in June. The event will allow 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.