Pure Beauty

Bitcoin: How beauty can benefit from cryptocurrency

By Sarah Parsons | 30-Apr-2021

As the popularity for non-fungible tokens (NFTs) and cryptocurrencies increases, forward-thinking retailers and cosmetics brands stand to benefit

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To promote his latest collection, Jeffree Star shared a 3D animation depicting him in a neon pink box, not unlike the world's most famous fashion doll, to his 13 million Instagram followers.

But rather than a new make-up palette, or lipstick line, Star had actually entered the world of non-fungible tokens (NFTs) and cryptocurrency by unveiling his own digital artwork in collaboration with artist Marcelo Cantu.

Cryptocurrencies (led by Bitcoin) are digital currencies that are part of a decentralised system, operating independently of banks. Although they are largely untapped by the beauty industry,

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