NARS has teamed up with Web3 media platform Boss Beauties for its latest NFT.
The Shiseido-owned make-up brand first entered the digital asset industry in 2021 with a collection dedicated to its Orgasm flanker.
NARS' new 'Odentity' NFT collection in partnership with Boss Beauties is also inspired by its Orgasm peach-pink shade, but is designed to "drive self-expression and creativity in a digital world".
Boss Beauties is a media and entertainment company that specialises in encouraging women to engage with Web3.
NARS' Executive Director of Global Digital Innovation and Media, Gabrielle Archambault, described Boss Beauties as "an ideal brand partner to help expand access to Web3 as one of the premier female-led Web3 communities".
She continued: "As we move towards an era where digital identity is becoming more and more significant, Odentity helps fans to explore new and creative ways to express themselves virtually."
The announcement follows parent company Shiseido's recent NFT loyalty scheme, exclusively revealed by Cosmetics Business.
The Japanese conglomerate is releasing 150 NFTs that act as a ticket to access to £1,000-worth of free samples as well as priority entry to virtual and in-person events.
