THE WHAT? L’Oréal has filed a series of trademark applications covering the NFT and metaverse arena, according to a report published by CoinDesk.

THE DETAILS The applications range from ‘non-downloadable, virtual perfumery’ for the French beauty giant’s Kiehl’s brand to ‘hair care preparations in a virtual environment’ for stablemate Redken.

THE WHY? L’Oréal declined to comment on the move when approached by CoinDesk but we assume that the French beauty giant is keen to stay au courant in the digital world.