NYX partners with 3D artists on first beauty DAO

By Julia Wray | Published: 16-Jun-2022

Community-led artist collective GORJS is described as ‘the future of beauty in the metaverse’

NYX Professional Makeup has unveiled the world’s first DAO to foster the development of the 3D artist community.

Called GORJS, it will serve as a launchpad for 3D creators and help increase aptitude in digital make-up.

The L’Oreal-owned make-up brand also intends GORJS to lead the cultural conversation on brand values like diversity, inclusivity and accessibility.

Standing for decentralised autonomous organisation, DAOs are member-owned digital communities without centralised leadership.



For the first phase of the GORJS launch, NYX has partnered with three 3D artists, @thisiscraves, @smeccea and @curry_tian, whose interpretations of ‘beauty in the metaverse’ are currently being shown at the annual VivaTech conference in Paris.

NYX will also support the launch of the artists' NFT drops within GORJS.

The DAO will then be available for aspiring users to join, growing the community via building its creator pool.

The GORJS strategy said to be a nod to NYX’s digitally-native roots.



“At NYX Professional Makeup, we proudly champion artistry and diversity,” said Yann Joffredo, NYX's Global Brand President.

“With the launch of GORJS, we are thrilled to be the first to pursue building a beauty community for the metaverse.

“This community will help define what beauty, creativity and identity mean in this new world, with NYX Professional Makeup supporting along the way.

“We are proud to, once again, help shape the cultural conversation about beauty, to redefine and reinvent what beauty means in this modern world.

“We invite aspiring artists to join us on this journey together.”

NYX is one of the brands in L’Oréal’s portfolio that’s leading the way when it comes to Web3 initiatives.

Earlier this month, it announced that its Pride 2022 campaign, launching next week on 24 June, would feature a first-of-its-kind parade in the metaverse.

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