Top beauty brands in the hype for NFTs

So, what are NFTs?

NFTs or Non-fungible tokens, are unique digital certificates that verify ownership of a specific digital asset.

In the world of Beauty are being used, from the Marketing point of view, mainly to generate brand loyalty. Supporting the desire of consumers to generate a personal connection with brands, strengthening their alliance and loyalty to the brand.

Are unique "tokens" for customers, focused on generating a closer connection and promoting the purchase of a brand's products.

But what impact can it potentially have?

NFTs have quickly become the next big moneymaker in the beauty and fashion industry, and represent a huge growth opportunity for brands in this space.

NFTs enable beauty and fashion brands to connect with consumers in new and exciting ways through digital collectibles that become more essential as the world moves toward immersive experiences in the metaverse.

?8 examples of beauty brands

NARS Cosmetics / Clinique / Valdé Beauty / Givenchy / Calizade / Gucci / E.l.f. Cosmetics / Louis Vuiton / L'Oréal

They all venture into the NFT realm, creating one-of-a-kind pieces of art or digitized tokens that customers can buy, with the knowledge that no one else in the world owns this same asset.

NARS Cosmetics

Commissioned three female artists, including a music producer and a fashion designer, to each create an NFT inspired by her Blush Orgasm.

Artists: Sara Shakeel, Azéde Jean-Pierre and Nina Kraviz.

The brand made a free NFT, along with $50 and $500 versions. (The latter two came with a limited-edition product). There was a lot of social conversation, not only in the beauty space but also in the crypto communities.

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Over 2,000 Orgasm NFTs were given out, and the $500 Orgasm sold out in 10 minutes.

Clinique

Clinique created a limited edition digital version for its most Trendy fans. Roxanne Barretto Iyer, vice president of global consumer engagement at Clinique, sais:

For a certain set of beauty product consumers, a Black Honey NFT may not be a real product, but it DOES have great value.

"If you couldn't get it in a store, you could have the NFT and live the experience."

We’re bringing our heritage to life—this time in the metaverse. Introducing our first-ever Non-Fungible Token (NFT). We’re giving away these three unique pieces of our brand’s story, in an NFT that captures the spirit of our most iconic products, including fan-favorite Moisture Surge and the never-not-trending Black Honey.

Valdé Beauty

Valdé Beauty recently launched 34 Crystal Armors, physical refillable lipstick containers.

Launching in January 2022, the Valdé NFT Collective will feature exclusive digital artwork in collaboration with renowned female artists accompanied by our legendary hand-sculpted armor.

The Valdé NFT drop is our way of honoring the female pioneers around us through physical and digital artwork that lasts the test of time and gets better with age - just like the woman that owns it.

That are sold exclusively in the metaverse, an online world where people can create avatars that can buy and sell physical and NFT products, attend virtual events, and more.

Givenchy Parfums

To mark Pride Month this year, Givenchy Parfums states its support for the LGBTQIA+ cause by launching an unprecedented project: the brand has decided to team up with London gallery owner Amar Singh and the Rewind artist collective to create a digital artwork which will be sold for the benefit of the Le MAG Jeunes association. An initiative which perfectly reflects the House’s approach, according to which disruptive creativity and innovation always go hand in hand with values of respect and inclusion.

Drawing inspiration from the House’s hallmarks, as well as the colours of Pride Month, this original virtual artwork is being sold on the Veve specialised sales platform in a limited series of 1952 copies.

"After the sale, the proceeds will be entirely donated to the Le MAG Jeunes association".

Titled “Pride”, the artwork created by Rewind Collective for Givenchy Parfums is a series of animated portraits symbolising diversity, the assertion of identity and the fight for equal rights. Innovative photos, which the collective reinterpreted digitally in the colours of the Rainbow Flag, thus expressing Givenchy’s commitment to a more diverse, more inclusive, in short, more universal kind of beauty.

?Givenchy Parfums has also partnered with artists from the Rewind Collective and London gallerist and LGBTQIA+ activist Amar Singh on an NFT Pride digital artwork.

Calizade Beauty

MakeUp brands like Calizade also offer their products for sale with their “Metavers bundle MakeUp NFT” of assets to be used in the metaverse from Open Sea.

Since its founding, Calizade Beauty has aimed to empower and inspire with its makeup by celebrating self-expression, an integral part of self-care and self-love. Whether a customer is looking for a luxurious makeup brush set, one-of-a-kind false eyelashes, a stand-out go-to lipstick, or a gorgeous eyeshadow palette, Calizade Beauty offers a wide range of raved-about products that many have made a part of their everyday routine.

With its new NFT offering, the Calizade Beauty team aims to take its mission to the Metaverse. Its customer-influenced makeup bundle is comprised of some of its best-selling products, including Fab 5 Eyeshadow (Angelic); My Bestie Quad (Addicted); Lash Anthem Mascara; Marvelously Matte Liquid Lipstick (Terracotta); Seriously Matte Lipstick (Burgundy); Dreamy Creamy Lip gloss (Sweetness) and Rose Lip Balm (Romantic Rose).

“This forthcoming launch represents something more than just another NFT,” explains Calizade Beauty’s Founder, Lei. “We’re always striving to meet our customers where they are, and part of that responsibility means providing them will forward-thinking products that represents what we strive to do every day?here?at Calizade. So, we’re proud to offer this beautiful makeup bundle as our first NFT – we know our customers will love this unique, one-of-a-kind asset.”

Gucci

Pioneers of NFT Marketing Gucci was one of the first fashion brands to take advantage of NFT fashion. The famous luxury fashion house held an NFT2-focused auction in May 2021, offering bidders the opportunity to purchase a fashion film inspired by Gucci's Aria collection.

Let’s get one thing right about the crypto art market–the less logic you follow about appraised work in the physical world and the more you give into impulsive, unfathomably trending work, the more you’re likely to make gains from it. While there’s no commenting on the longevity of the cryptoverse, if you’re not somewhere tempted to dip your toe in it, you’re a bit late. Italian powerhouse talent Alessandro Michele of Gucci has consistently been engaging with the artists to create a community that sparks conversations about creativity from different corners of the world. This time, it's a collaboration with the artist Superplastic whose work sees shape and form in collectible toys, vinyls, celebrity animations.

The combination of both forces–aptly called Supergucci will release a three-part series, the first of which is a drop of 10 limited edition NFTs that will be available on?SUPERPLASTIC.CO?and the Gucci Vault starting February 1.

It’s common for NFT sellers to offer a hidden item with the purchase of digital art. In this case, collectors of the CryptoJanky NFTs will receive handmade ceramic sculptures. The art itself reimagines Gucci iconography through the perspectives of Janky and Guggimon–virtual artists and celebrities created by Superplastic.

As decentralised markets shape up based on the forces of demand and supply, Gucci has created a digital environment of their own that honours the brand’s legacy while communicating it to the future. If this isn’t a telltale sign of brands marking their territory in the virtual space, we don’t know what is.

E.L.F Cosmetic

E.L.F. Cosmetics entered the beauty NFT space in June 2021 with its eye-catching #CryptoCosmetics4 makeup collection. The collection consisted of art for three of their famous products: Poreless Putty Primer, 16HR Camo Concealer, and Ride or Die Lip Balm.

The beauty brand offered just three NFT artworks of each product, a total of 9 gold-plated pieces, or as the brand called them, "Ne.l.f.Ts."

Introducing N.e.l.f.Ts: the first “Crypto Cosmetics” collection. We coined and trademarked the phrase “Crypto Cosmetics,” seeing the opportunity for e.l.f. to lead in this space. We took three of e.l.f.’s most beloved products, and dipped them in digital gold to create NFT collectibles.

The N.e.l.f.Ts dropped on Friday, June 18th at 11am, and sold out in 9 minutes, garnering headlines.

Given e.l.f.’s commitment to accessibility, we partnered with Bitski, a platform that allows anyone with a credit card to buy NFTs… while Bitski handles the Ethereum for you. We also engaged Aerial to offset our carbon footprint, in line with e.l.f.’s commitment to sustainability.

E.l.f. Cosmetics created NFTs that allowed customers to purchase its cult classics, like gold-saturated Poreless Putty Primer. By creating three of each for E.l.f. Poreless Putty Primer, 16HR Camo Concealer and Ride or Die Lip Balm. (nine in total), the products went on sale on the Bitski crypto platform, where the product can be purchased for the same price as retail. , but the chance for a member of the Elf Cosmetics community to purchase the rare golden collectible.

Louis Vuitton

Louis Vuitton Combine NFT marketing with gaming plus fashion and technology by introducing “Louis the Game”*6, an adventure-style game.

The main character of the game has to move through six different worlds, collecting 200 candles meant to commemorate Louis Vuitton's 200th anniversary celebrated in 2021. Throughout the game, users can find 30 built-in NFTs designed in collaboration with Beeple, a popular NFT artist. Each NFT can only be obtained by playing and cannot be sold.

"Louis Vuitton’s NFT Game Amasses More Than Two Million Downloads"

The game’s primary quest is for players to help Vivienne, the brand’s virtual avatar, to find a sixteen page manuscript in the first level. Afterwards, the second level of the game will see players try to collect up to 200 candles denoting the brands birthday as it celebrates its 200th anniversary.?

L'Oréal

L'Oréal Paris USA has commissioned female artists, Amber Vittoria, Arina BB, Hueman, Lili Tae and Puks, to create NFT art inspired by the new L'Oréal Paris Reds of Worth by Color Riche lipstick range.

?L’Oréal Paris has curated their first NFT series by leading female digitally-native artists inspired by L’Oréal Paris Colour Riche collection, centered on female empowerment.

This auction?featured five trailblazing female NFT artists –?Amber Vittoria,?Arina BB,?Hueman,?Lili Tae?and?Puks?– who have created pieces inspired by the shades of red - within the new L’Oréal Paris?Reds of Worth by Colour Riche, range of lipsticks.

These five artists will retain 100% of the primary sales. A portion of the secondary market sales will be donated to support?Women of Worth, L’Oréal Paris’ signature philanthropic initiative that recognizes every day women making extraordinary differences in their communities.

?"What I learned after joining the NFT community is that my creations matter. Putting myself in a bigger world could be intimidating, but many fellow artists and supporters around the world have also encouraged and cheered me on,” says Lili Taie. “This project is an opportunity to inspire confidence through my artwork. I want to communicate how confidence contributes to self-worth and how the color red can be the spark that helps achieve it.”