Godmode, the new gaming-inspired make-up brand from actress Chloë Grace-Moretz and Japanese singer Rina Sawayama, has made its debut.
Named after the gaming cheat code that grants players invincibility, the inaugural collection, Genesis, comprises a highlighter and two lip-focused products.
The brand’s creation was supported by Closer Group, which operates through two interconnected companies: Closer Brands and Closer Creative Studio.
While beauty is no stranger to gaming collaborations, these typically focus on small collections themed after the games, movie tie-ins or as activations on Roblox.
The Godmode brand, however, bills itself as being wholly infused with the video game medium, with its own ‘dedicated’ universe and lore to support it.
In a sea of mostly safe and flat video game collabs, is Godmode a level up above the rest?
Levelled-up make-up
At its core, the brand is described as a “youth culture movement formed in response to the growing influence of female gamers”.
This is a demographic of “world builders and connectors”, which the brand claims remain underserved in the beauty space.
Supporting its creation were insights from the ‘Godmode Alliance’, a community of creators including female anime illustrators, AI artists, gamers, make-up artists, fashion designers and musicians.
All of this culminated in the brand’s first set of products, which includes the Genesis Glow, a highlighter encased in a futuristic metallic egg (US$39).
The Mirage Lip Gloss, in three shades ($31), and the Level Up Lip Liners in four defining tones ($19) also feature.
Godmode will follow up with an expansion to its portfolio, with plans to launch the Gemini Eye Pencils in four pigment-rich shades ($29) at a later date.
The Gemini Eye Color Quad, a trio of coordinate palettes with complementary hues ($41), will also launch at this time.
The products are available to consumers in both the US and the UK.
Brave new worlds
“High-quality performance and efficacy” is the backbone of Godmode’s offering, but what is most captivating is the fantasy world it has created to tie in with the brand.
With each drop, the brand will unlock new ‘biomes’ – conceptual worlds and character-driven storylines that expand the universe and tap into community engagement.
The first drop introduces avatars Chroma and Rani – the cosmic alter egos of co-founders Moretz and Sawayama.
These characters will guide players (aka the consumer) through the mythology and meaning of Godmode’s evolving landscape.
“Chroma is a powerful interdimensional oracle ruling over Genesis and its purest colours, and Rani is a magnetic, mesmerising presence who flickers between warmth and wildfire, holding dominion over desire and rebirth,” the brand said in a statement.
Closer Creative Studio is behind the animations that bring Godmode’s game world to life.
The unit has worked with global icons such as Louis Vuitton, Prada and Miu Miu to develop campaigns “anchored in immersive storytelling, and world-building”.
The sheer quality of the artwork and animation is a big plus for the brand, which could have pursued a much more static and, frankly, less interesting approach.
Instead, Godmode has presented itself as highly ambitious, especially with its plan to expand its fantasy universe.
Lasting appeal
This idea of regularly adding new worlds and areas is also reminiscent of the popular Massively Multiplayer Online (MMO) genre of games.
The most famous of these include World of Warcraft and Final Fantasy XIV, which routinely update their games with expansions that add new areas, stories and gameplay updates.
These games, whose subscriber count can reach into the tens of millions, can continue to captivate gamers for decades – who are fully immersed in these fantastical worlds.
Much like the MMO genre, Godmode has the potential to capture that same longevity and staying power that these games offer.
“As Godmode launches, the brand will roll out a series of culture-forward activations and collaborations that span physical and virtual worlds,” the brand added in a statement.
“By harnessing the power of its parallel realms, Godmode aims to continue building a living, breathing alliance of players, forging cultural moments and creative spaces that empower its community to explore self-expression without limits.
“Each drop is a new chapter, every product is a fragment of a glittering universe.”
Godmode is the first video game-themed beauty launch that has sparked genuine excitement and curiosity about what its future may hold.
Its potential lies in uncharted and promising new lands.
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