Metaverse Beauty Week (MBW) launches on Monday. Running from 12-17 June, it will feature multiple brand activations from Neutrogena, Flannels, Glossybox, Lottie London, Lush and more.
MBW will activate across Decentraland, Spatial and Roblox, but will also happen in real life (IRL) in London at the Flannels X flagship store on Oxford Street.
As well as being an entertaining way for consumers to discover the potential of beauty, fun and creative ideas, and how norms can be subverted, it will also look at how beauty retail can be reinvented.
There will be headline moments across the week, such as AR make-up artist and former Glow Up judge Paige Piskin hosting several events, culminating in an IRL event at Flannels X. She’ll be joined by fellow beauty AR artist Inés Alpha.
Meanwhile, Joy Fennell, founder of The Future In Black and AI and IRL make-up artist, will host multiple events for attendees.
Acne Skinfluencer and 2.2m YouTube star Cassandra Bankson will also share her journey into the metaverse, including a special virtual drop for fans.
“As a new festival — and the first across three web3 platforms and IRL — it’s core to our delivery that we are sharing learnings from the experiences so that we can all refine our approaches to web3,” said Bridey Lipscombe, CEO and cofounder of Cult and Metaverse Beauty Week.
“We are acutely aware of the mixed responses from brands and press to web3 experiences, which is why we’ve looked to enhance our programme with a rich diversity of talent, accessible experiences and delightful real life experiences so that there are multiple ways for as many people who wish to, to be involved.”
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