L’Oréal Group launches multi-brand metaverse beauty partnership with Ready Player Me

David Murphy

L’Oréal Group has announced a multi-brand beauty partnership with Ready Player Me, the cross-game avatar platform for the metaverse. Two of the Group’s leading brands, Maybelline New York and L’Oréal Professionnel will premier exclusive makeup and hair styles for avatar creation on Ready Player Me that can be used on more than 4,000 platforms and apps worldwide.

Working with renowned hairstylists, makeup and 3-D artists, both brands bring curated looks co-designed by the 3D designer and developer, Evan Rochette. Maybelline New York, is offering five makeup looks in the metaverse to give everyone the opportunity to express their looks creatively in a virtual context. Hair styling brand, L’Oréal Professionnel, is also offering five inspiring hairstyle looks that push the boundaries of creativity.

“We believe that the future of beauty will be physical, digital and virtual,” said Asmita Dubey, Chief Digital & Marketing Officer of the L’Oréal Group. “Our brands are creating new, immersive, and virtual experiences using virtual spaces, in-game customized experiences, in-virtual world advertising and virtual ambassadors and influencers. We are very excited to lay the foundations for the future of beauty on Web3 and the metaverse.”

Timmu Tõke, CEO & Co-founder of Ready Player Me, added: "Maybelline New York’s makeup looks and L’Oréal Professionnel’s hairstyles are an amazing addition to the Ready Player Me platform. We couldn't be more excited to partner with L’Oréal and bring their avatar customization options to our avatar creator and all apps and games compatible with Ready Player Me, including Spatial, HiberWorld, and VRChat."