It’s not only fashion brands that are jumping into this new universe, beauty brands are also eager to join the digital world by experimenting with skins, filters and NFTs.  Most of us are familiar with changing our faces on screen, whether it’s through filters on Instagram or Snapchat. Nars, Givenchy Beauty and Clinique have all made a buzz by releasing a makeup related NFT collaboration with digital artists.  Not only does this help beauty brands keep up with the current trends but it also attracts new, young customers. Charlotte Tilbury uses augmented reality to demonstrate makeup looks in a more creative and interactive way. 

One way to embrace the metaverse is with a hybrid of physical and digital products and experiences. Offering a real lipstick or a pair of trainers with an NFT, for example, allow many cyber-curious consumers to step into the virtual realm.

In Fortnite, buying a Balenciaga skin suit can be the gateway for the next generation of fashion lovers into the physical world of luxury brands. “Digital and virtual goods will be the lipsticks, keyring and perfumes of the future, because they’re going to be the entry price point to experience a luxury brand for the first time.” The numbers back this up. In 2019, Forbes reported 4 percent of consumers were more willing to spend  on a product they could experience through AR first.

During 2021, we saw the metaverse start to merge with the real world, with even Facebook changing the name of its holding company to Meta. Dolce & Gabbana made headlines by generating around $6 million  in sales for a collection of nine NFTS (some pieces were paired with physical objects), while Jimmy Choo worked with NY artist Eric Haze and Japanese fashion designer Poggy to create an NFT to be sold alongside a physical pair of hand-painted trainers. 

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Virtual technology is already infiltrating our hobbies as well. Go to any major art event now–from Louvre’s ‘Mona Lisa Behind the Glass’ to V&A’s ‘Alice: Curiouser and Curiouser’ and you will find that VR headsets are as omnipresent as the last gadget. Since the launch of the virtual reality headset Oculus Quest 2 in October 2020, there have been an estimated 1.87 million units sold throughout the world, as of the first quarter of 2021. “There are decades of innovations ahead. We’re at the very beginning, where it’s just at the stage where we can bring in consumers but there’s so much further to go from there,” says Brendan Iribe, CEO of Oculus rift.

Retail has always been posed at the cutting edge and VR is no exception. Brands have been mixing what’s practical with a fantasy edge to create a playful and at times ethereal idea of what a store can be. Gucci’s VR ‘Garden’ experience on gaming platform Roblox–pool party included– had the first flowers to bloom last spring, while 

“There are many benefits to creating 3D clothing,” says Anthony Avella of Grimes.co, a studio that creates digital looks. “It saves time, and it makes it possible to consume less materials, not to overproduce clothes and not to transport all of this all over the world. It’s a big step for the fashion industry.” 

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Fast forward to 2045 and I could very well be putting on my Nars NFT lipstick and taking a sip of virtual Coca-cola.