NYX has unveiled its first NFT collection developed by its digital make-up artist collective.
The L'Oréal-owned brand will release the Dream Vortex range on NFT marketplace Opeasea from 27 April.
The NFTs follow a number of investments by L'Oréal in Web3 technologies, most recently being the metaverse platform Digital Village.
NYX unveiled its 3D artist programme in June 2022 as part of its DAO (decentralised autonomous organisation) platform, called Gorjs.
"We're championing our community to define the future of beauty and lead the cultural conversation around what digital make-up artistry will be in Web3, the metaverse and beyond," said Yann Joffredo, Global Brand President of NYX Cosmetics.
NYX is allowing consumers to access the 4,150 NFTs in phases, with a priority for the most engaged users on the Gorjs platform.
Nine artists have been selected to create the Dream Vortex digital artworks who will receive royalties on all sales and retain IP ownership of the avatar depicted in the NFT.
"Dream Vortex is the first opportunity for the Gorjs Team Alpha artists to experiment and shape the direction of beauty in the metaverse through the DAO," said NYX in a statement.
"Each unique piece of art is derived from their interpretation of a new era of beauty, building on the values of diversity, inclusion, creativity, and entertainment."
Beauty brands are currently exploring the best methods of integrating Web3 technologies into their marketing strategies, with Shiseido, NARS and Maybelline all ramping up their virtual presence.
