L’Oréal Files Trademarks for Cosmetics NFTs in the Metaverse

The whole world of beauty is rapidly paving its way in the metaverse, deploying more and more brands to the movement. Among the titans of the industry, the cosmetics and skincare giant L'Oreal is one of the latest to announce its plans for the web3. According to the listed trademark applications, L’Oréal wants to corner the largest metaverse malls with their NFT makeup, haircare, and beauty products.

According to the World Intellectual Property Organization, L’Oréal submitted 17 trademark applications related to NFT and the metaverse, including Urban Decay, Kiehl’s, Maybelline, Redken, Pureology, and others, back on February 10th. Some of these trademarks are looking to create, “retail store services and online store services in relation to virtual goods.” 

It's noteworthy that it's not the first time the cosmetic giant dives into crypto. Last December, L’Oreal Paris held the Reds of Worth NFT auction, with the digital arts sold for 0.5 ETH each on OpenSea. By the way, you can still find them there at a wide range of prices.

According to the same trusted sources, the present time applications cover both avatars and virtual environments and will use AR and VR technology for unmatched shopping experiences. This will allow customers to benefit from testing the whole menu of beauty goods in the metaverse and ordering them IRL. For now, L’Oreal doesn’t disclose the project’s details. Let's wait and see!