L’Oréal Files Trademarks for Cosmetics NFTs in the Metaverse

Credit: L'Oreal Paris - Reds of Worth

L’Oréal wants to bring skincare into cyberspace. 

According to newly released trademark applications, L’Oréal wants to protect its dozens of makeup, haircare, and beauty brands in the metaverse. The French-based company’s patents suggest it will create NFT beauty products in virtual shopping centers. 

CoinDesk reporters claim L’Oréal submitted these trademark patents on February 10, 2022. A few notable brands L’Oréal wants to register as digital goods include: 

  • Kiehl’s
  • Maybelline
  • Redken
  • Urban Decay
  • Pureology 

Metaverse gamers may soon be able to buy, trade, and use these L’Oréal products to enhance their in-game avatars. However, it appears L’Oréal doesn’t just want these patents to make digital versions of their products. Indeed, some of these trademarks seek to create, “retail store services and online store services in relation to virtual goods.” 

Many in the beauty industry believe this could mean L’Oréal may use technologies like augmented reality to improve its online shopping experience. Instead of trying L’Oréal’s products in-store, customers may be able to sample a wide range of items within the metaverse. 

These latest patent filings aren’t L’Oréal’s first foray into the world of NFTs. In December of 2021, the company announced a “Women of Worth” NFT auction on OpenSea. In addition to highlighting L’Oréal’s “Reds of Worth” lipstick, L’Oréal Paris created its NFT project to promote female representation in the NFT space. 

The L’Oréal Paris “Reds of Worth” NFTs were first sold for 0.5 ETH each (or about $1,500). Today, these NFTs are still on OpenSea and have a floor price of 0.4 ETH.  

And it’s not just L’Oréal that’s drawing attention to women artists in the NFT sector. As Rarity Sniper recently revealed, actress Reese Witherspoon announced she wants to educate women on Web3 technologies by creating films with the World of Women NFT collection

Dozens of Brands Bring Beauty to the Metaverse

L’Oréal joins dozens of brands in the fashion and beauty industries that are getting involved in NFTs and the metaverse. For instance, in October of 2021, Estée Lauder’s Clinique launched its first NFT giveaway with the release of “Meta Optimist.” Online shoppers had a chance to win one of three official Clinique NFTs as well as free skincare products.  

Lingerie company Victoria’s Secret also filed patents to protect its products in the metaverse. Although Victoria’s Secret’s applications don’t specifically reference NFTs, some believe it may offer downloadable clothing for in-game avatars. Victoria’s Secret also seems to be interested in selling entertainment-related content and hosting virtual fashion experiences. 

Luxury brand Dolce & Gabbana is also getting into NFTs. Following its highly successful “Collezione Genesi” NFT auction, Dolce & Gabbana teamed up with the curated NFT market UNXD to launch the “DGFamily” NFTs on Polygon. Interestingly, Decentraland also chose UNXD to host its upcoming “Metaverse Fashion Week” on March 24 – 27.