Metaverse mania could also be on the downslide for traders and speculative investors, but the event energy behind it still bubbles — and wonder brands like Fenty Beauty at the moment are lavishing within the froth.

On the heels of Decentraland, Roblox and Spatial’s first Metaverse Beauty Week earlier this month, Fenty Beauty, Fenty Skin and Fenty Fragance revealed Tuesday that they too shall be moving into the virtual world with a latest, limited-time activation going live to tell the tale Roblox.

Running from Friday through July 30, the Fenty Beauty + Fenty Skin Experience will feature interactive scavenger hunts, mazes and other opportunities to learn in regards to the inspirations and ingredients of among the company’s hottest products, including Fenty Skin Melt Awf Jelly Oil Makeup-Melting Cleanser, Fenty Eau de Parfum, and Fenty Beauty Gloss Bomb Universal Lip Luminizer.

But it surely’s not only a digital tourist attraction. While fans can gawk on the brands made famous by billionaire recording artist Rihanna, there’s more beyond the skincare and fragrance worlds to a virtual beauty lab. Here, visitors can co-create a physical product, as in a customized version of one among the corporate’s top-selling items, the Gloss Bomb Universal Lip Luminizer. (Rihanna calls it “the OG Fenty Beauty lip product.”)

Consumers can select the ingredients, effects, bottle, lid and applicator, in addition to name their very own shade, after which send it on to a virtual retail display called the “Sephora Experience.” The general public can view what other users created, vote for his or her favorites and participate in weekly Fenty avatar accessory drops. From the finalists, Rihanna will pick one winner to encourage the subsequent Gloss Bomb, which is able to hit the market in 2024 on the brand’s website and Sephora online. Fenty Skin is exclusive to Sephora.

“Beauty experiences are supposed to be fun, so I’m excited to supply everyone, all over the place, a glimpse into our world and a latest realm of amusement with our makeup, skincare and fragrance,” Rihanna said in an announcement.

She can have the time to develop more fun projects, now that she has stepped away from her position as chief executive officer of lingerie brand Savage x Fenty. The intention definitely seems evident, with the celebrity and wonder mogul filing trademarks for downloadable virtual makeup and cosmetics, amongst other things, last yr. After all, Fenty wasn’t alone. Beauty giant L’Oréal filed 17 metaverse-related trademark applications. On the time, it looked more like vague enthusiasm, reasonably than concrete strategy.

Early on within the metaverse craze, fashion’s opportunity seemed more apparent. Apparel and accessories brands latched onto specific areas like avatar-wear, digital artwork, NFTs and digital twinning, referring to the practice of pairing physical products with virtual versions. But the wonder industry struggled to grasp its place in these virtual realms — probably because a tube of mascara hardly seems as exciting as a million-dollar tiara, angel wings and other fanciful flights of real or imagined fashion. Beauty firms spun up immersive 3D stores featuring 2D product listings or gave away NFTs symbolizing flagship products or brand themes. But it surely was at all times hard to convey something as personal and individual as real-world beauty contained in the metaverse.

Now Fenty’s Roblox lab might check a few of those boxes. The corporate described it as “the chance to co-create a physical product from the digital experience and convey it to life beyond the metaverse.” In other words, that is akin to beauty’s spin on twinning, bridging the physical and virtual worlds, except with a contest angle built-in to prompt engagement.

Whether this approach gains traction stays to be seen. But for a viral sensation that champions inclusivity and the democratization of beauty, allowing individuals to customize product appears right on brand. If the concept takes off, it’s not hard to assume the metaverse becoming the equivalent of a large beauty lab.

That ought to suit firms like Fenty, because the lab concept works in multiple ways. For visitors, it’s a spot to experiment and feel like a part of the brand’s family. For the corporate, it looks like a potentially invaluable product development test pad that may keep a finger on the heart beat of what Fenty’s digital-native, Gen Z customer base wants.