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L’Oréal’s NYX Makeup Brand To Launch DAO and NFTs

A community of crypto-savvy aesthetic enthusiasts ?

Beauty In The Metaverse

NYX Professional Makeup, owned by L’Oréal, is launching an online beauty “incubator” in the form of a DAO called GORJS, as well as 1,000 NFTs on the Ethereum blockchain, called the “FKWME Pass” (pronounced “fuck with me”).

The incubator, announced on June 2022, will be a community-driven space where members can collaborate on product development, share tips and advice, and connect with other industry professionals.

NYX gathered together Web3 executives advisor such as Sebastien Borges, The Sandbox co-founder Sebastien Borget, Timmu Toke, Founder of Ready Player Me founder, Brian Trunzo from Polygon Labs and Amber Ward, CEO of creative agency Invisible North.

The primary demographic for GORJS is creators and digital artists who are native to Web3. This is a niche, long-term play”, said Amber Ward, advisor of the project and CEO of Invisible North.

The FKWME Pass will give holders access to exclusive content and experiences, as well as discounts on NYX products.

GORJS is aiming to set a new standard for beauty in the metaverse, as well as lead the cultural conversation around values like diversity, inclusivity, and accessibility. These values are important in shaping the metaverse into a more inclusive and diverse place.

What beauty will be in the metaverse, and lead the cultural conversation as it relates to the values of diversity, inclusivity, and accessibility, said the DAO’s litepaper.

Beauty NFTs And Token

The FKWME NFT passes will be released to the public on February 1st, with a price of 0.19 ETH—about $290 approximatively.

The NFT holder is automatically granted a daily yield of GORJS tokens, as well as being allowed to participate in future NFT airdrops and sales. Governance tokens are capped at a total supply of 100 million.The DAO will also offer an NFT minting tool, allowing members to mint their art directly on the site.

A beauty brand, used to contents on Web2 social media platforms like TikTok, Twitter, and YouTube, moving to Web3, will definitively redefine beauty.


Nadia Toughrani

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Nadia knows the ins and outs of Web3 and are here to help you successfully navigate the world of cryptocurrency, NFTs, DeFi, the Metaverse as well as other emerging trends as they arise.

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