Rihanna’s beauty brand is betting on the mainstream potential of the metaverse by partnering with online gaming platform Roblox for a four-week Fenty Beauty and Fenty Skin virtual experience, from June to July 30.
A virtual Fenty Beauty Lab puts customers in the role of product creator, allowing them to add their mark to cult brand products. Users will be able to make their version of the Gloss Bomb Universal Lip Luminizer, customizing the ingredients, applicator, and name of the product.
The Fenty Beauty and Roblox tie-up is taking this one step further, with Rihanna herself set to select one of the created lip luminizers to become a reality as the beauty brand’s new product, scheduled for release in 2024.
Players will also be able to enjoy some Fenty Beauty-themed entertainment, including virtual scavenger hunts, new Fenty avatar accessories launched weekly, and the opportunity to learn more about the brand’s most popular products.
“Beauty experiences are meant to be fun, so I’m excited to provide everyone, everywhere, a glimpse into our world and a new realm of amusement with our makeup, skincare, and fragrance,” said Rihanna, the CEO and founder of Fenty Beauty and Fenty Skin.
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Beauty brands have increasingly been turning to VR and augmented reality companies to promote their products and combine virtual and physical goods.
Drugstore beauty brand Maybelline explored virtual avatars for the launch of its Falsies Surreal Extension Mascara, while YSL's luxury beauty line tapped into Web3 technology for the release of its newest fragrance.
Fenty Beauty’s introduction to Roblox comes soon after Rihanna stepped down as CEO of lingerie brand Savage X Fenty to focus on her other entrepreneurial endeavors.