NYX Professional Makeup is launching limited edition NFTs for members of its first-ever beauty DAO (decentralised autonomous organisation).
The first 1,000 users on GORJS (pronounced ‘gorgeous’) – the brand’s community-led artist collective in the metaverse – will receive exclusive NFTs via what is calls the FKWME Pass (pronounced 'don't fuck with me').
Other perks include early access to participating artists' NFT projects on the platform and a daily token yield.
These can be used for continual DAO governance, voting and allow list bidding in the metaverse space.
The pre-sale, known as ‘pre-mint’ in the NFT world, will take place on 31 January.
The full FKWME NFT collection will then drop to the public on 1 February.
The NFTs will have a cryptocurrency price of 0.19 Ethereum.
The make-up brand has also released a litepaper which outlines key elements of the DAO's governance.
It covers token economics, the role of the FKWME Pass and how GORJS is trying to redefine beauty in the metaverse.
"We invite artists to join the movement with us to 'make the metaverse Gorjs’,” said Yann Joffredo, Global Brand President of NYX Cosmetics.
“And to evolve their artistic creativity beyond the basis of physical and genetic appearances.
"With our first FKWME NFT collection, GORJS is elevating 3D creators across the industry.
“Cultivating growth, equity and innovation within the community.
“Ultimately, providing them a path to success within the web3 ecosystem."
Why has NYX launched the GORJS beauty DAO?
GORJS has been in the making for a while, with the L’Oréal-owned brand announcing its build last year.
NYX Professional is hoping it will foster the development of the 3D artist community and increase aptitude in digital make-up.
It also aims to explore what make-up means in the digital age of avatars and pseudonymity.
The brand sees digital make-up designs as being radically different from what is possible with physical cosmetics.
Artists participating on GORJS will be able to receive funding for their personal NFT projects and digital art ventures.
They retain full ownership of their work’s IP, allowing them to earn royalties.
They can also connect with other artists involved in GORJS.
The make-up brand is hoping creators who join GORJS will cultivate awareness for the DAO.
NYX is one of the brands in L’Oréal’s portfolio that is leading the way when it comes to web3 initiatives.
It recently dropped its spring 2023 make-up collection on gaming platform Roblox.
Users were able to customise avatars with limited edition looks that incorporate the new range.
Last year, the brand hosted its first virtual pride parade in the metaverse.
The 2022 Pride campaign celebrated the LGBTQIA+ community with month-long digital and physical activities.
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