THE WHAT? Rihanna’s Fenty Beauty brand is rumoured to be entering the metaverse, with the star filing a trademark to sell the products as virtual cosmetics. 

THE DETAILS The trademark applications are said to have been filed through Roraj Trade LLC, and include ‘downloadable virtual goods comprising cosmetics, makeup and hair accessories’ for use in online virtual worlds, retail stores, online environments, NFTs and digital media. 

Fenty Beauty has also applied to sell ‘online, non-downloadable virtual goods’ in the metaverse. 

THE WHY? The cosmetic industry onslaught on the metaverse is heating up, with Fenty Beauty following in the footsteps of Gucci, Chanel, and Ralph Lauren, which are all looking to sell their products as NFTs.