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NYX Professional Makeup Launches GORJS

The company is also launching its FKWME Pass NFT collection

GORJS is a new decentralized autonomous organization from NYX Professional Makeup. Originally announced over the summer, the DAO plans to define beauty in the metaverse while “fostering the development of the 3D artist community and its evolving approach to makeup in the metaverse.” Along with the launch of GORJS, the Loreal subsidiary is offering a new NFT collection, “FKWME Pass,” consisting of 1,000 Ethereum NFTs. The NFTS will launch on February 1 for 0.19 ETH.

President of NYX Professional Makeup Yann Joffredo believes digital makeup designs can vary drastically from makeup styles in reality, stating virtual makeup can break physics laws to add surreal elements.

“From extraterrestrial glass skin to morphing elemental lashes, makeup and digital fantasy are entwined in an aspirational, accessible way,” Joffredo told Decrypt. “In one instance, eyelashes might be stacked in a multi-tier beauty application norm; in Web3, they could dramatically flare into lifelike flames that dare the viewer to dream.”

Makeup In Web3

While GORJS is the first beauty DAO, NYX Professional Makeup isn’t the first beauty brand to dive into Web3. In December, the Shilla Duty Free teamed up with Gucci Beauty to bring beauty classes to the metaverse. Similarly, famous makeup brand Maybelline partnered with Zynga for the first playable makeup mobile game ad in August. Additionally, Perfect Corp launched an AI that lets beauty and makeup brands tailor product recommendations to their customers’ personalities.

GORJS members will use non-transferable tokens to vote for projects and proposals. One way members can earn GORJS tokens is by purchasing an FKWME Pass NFT. Said tokens are soul-bound and thus, users cannot trade them.

Purchasing one of the NFTs entitles the user to a daily allotment of GORJS tokens. Those who buy an FKWME Pass NFT will also be informed of future NFT airdrops. Founding members of the DAO include Joffredo and NYX Global VP of Digital and E-commerce Matthieu Guerin. Members of the advisory team include Sebastien Borget, co-founder of The Sandbox and Invisible North CEO Amber Ward.

“The primary demographic for GORJS is creators and digital artists who are native to Web3,” says Ward. “This is a niche, long-term play.”

Written By

Jack Brassell is a freelance journalist and aspiring novelist. Jack is a self-proclaimed nerd with a lifelong passion for storytelling. As an author, Jack writes mostly horror and young adult fantasy. Also an avid gamer, she works as the lead news editor at Hardcore Droid. When she isn't writing or playing games, she can often be found binge-watching Parks & Rec or The Office, proudly considering herself to be a cross between Leslie Knope and Pam Beasley.

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