The world’s biggest makeup brand is betting on the metaverse.

Maybelline Latest York has sponsored a digital fashion competition within the virtual realm, which took place Thursday. Called “Fashioning Masculinity,” the competition’s aim is for its participants to “reflect on the redefinition of dressing masculine identities,” per an announcement from the brand.

The initiative falls under Maybelline’s continued collaboration with Ready Player Me on makeup looks for metaverse avatars, along side hair styles from sister brand L’Oréal Professionnel.

The competition was created in partnership with digital fashion brand Artisant, in addition to Jenny Metaverse Dao, a recent art collection within the space. The competition takes place on Spatial in Agora Space.

The strategic goal of the sponsorship is to fulfill consumers where they’re, said Shivani Shah, senior vice chairman of world brand experience at Maybelline Latest York. “Today, our consumers are in multiple worlds. They’re within the physical world, they’re within the digital world, and now they’re within the virtual world,” she said. “Our objective is to mirror the strategy that we have now within the physical world, so for us as Maybelline, we wish to supply makeup.”

With the space being so nascent, Shah said “the usual KPIs that we measure ourselves against today just don’t really stand. What these sorts of competitions and initiatives allow us to do is to construct brand love and proximity with consumers in a really targeted way. This competition is fashion designers, they’re in the style world, and that is a chance for us to actually be where they’re.”

Jenny Metaverse Doa will purchase the primary, second and third-place designs for 1 ETH, 0.7 ETH and 0.3 ETH, respectively. Those winners are Creature by Morchen Liu, Duality by Monika and Dandy by Florencia Arezzo.

Maybelline will collaborate with the latter on a Ready Player Me makeup drop for avatars, while L’Oréal Professionnel will team with Machismo with Frills by On-Click Closet for hair.