Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

L’Oréal has launched its ‘Gravitas' campaign into the metaverse with a set of five virtual ‘gravity-defying’ hairstyles. Allowing gamers to express themselves outside of the realms of the physical, the avatars will be available across three platforms, permitting heightened and consistent expression.

Sephoria, hosted in the metaverse by beauty brand Sephora, featured interactive live streams with beauty celebs, games, and NFT giveaways. From virtual looks to digital filters, beauty buffs are on the lookout for next-level digital beauty experiences and product displays.

In the ever-changing world of NFTs, utility is becoming an increasing demand for collectors of digital art. Through a partnership with Nike, RTFKT is facilitating this jump to phygital offerings in the Web3 consumer market, using advanced technology to bring its metaverse sneakers tangibly to life.

Young beauty buyers are increasingly embracing tech across physical and digital spaces, using a blend of tools and apps to discover new products. This is providing brands with an array of opportunities to engage with potential shoppers – but how can they turn playful moments into sales?