The metaverse may seem out of this world, but early adopters are convinced of its ability to create immersive experiences that draw consumers in.
At its best, the virtual environment is a communal destination providing endless possibilities for new forms of communication, trade and experiences. Case and point? Photo-editing app Lensa’s viral avatars began taking over Instagram feeds with artificial intelligence-generated science fiction- and anime-style user portraits in late November, illustrating how people’s virtual selves may appear in the metaverse. The app held the No. 1 spot on the iOS App Store’s photo and video charts last month and remains in the top 5.
Beauty brands are recognizing the metaverse’s potential. Nars’ commissioned NFT or non-fungible token artworks celebrating its cult-favorite Orgasm blush, Estée Lauder’s ANRcade allowed users play arcade games while learning about the brand’s Advanced Night Repair serum, and software company Obsess introduced virtual storefronts for brands like Charlotte Tilbury and Dermalogica.
Emerging brands are getting in on the action, too. Yany Beauty became the first Black-owned cosmetics brand to dabble in Web3 with its Crypto Beauties NFT Collection. Valdé beauty released a “phygital” Divine Collection drop, including a limited-edition crystal quartz lipstick vessel and NFT art pieces.
Global ingredient distributor Univar Solutions is betting on the continued blurring of physical and virtual realms with the launch of its Beauty & Personal Care sector’s latest campaign New Sensations. It draws upon the metaverse to include jelly, iridescent and sustainable prototypes, which can be modified or customized to produce playful beauty looks for the real world as well as inspiration for the virtual world. The ingredient kits are designed to be trend forward and encourage customers’ future development.
“Modern beauty brands are shifting to the digital space, embracing innovative, interactive platforms where consumers can live out their own individual immersive experiences,” says Arnita Wofford, global marketing and technical director for beauty and personal care at Univar Solutions.
She points out that shift to digital is opening up a landscape of connections through social or gaming networks where gen Zers are driving the new ways consumers interact with and shop for products. For example, Roblox, a gaming platform and community that enables users to create their own games or play existing ones, told Vogue Business that one in five users update their avatars’ looks daily. In the third quarter of 2021 alone, users engaged with the platform for 11 billion hours.
“Digital beauty is a key attribute for brands’ continued success as the metaverse grows into a destination to best connect with gen Z consumers and beyond,” says Wofford. “In this new space, everything is possible. We want people to indulge in this digital playground and experiment with innovative textures, boundless creativity and enhanced beauty standards for you and your virtual self. Consumers can let their imagination run wild in the beauty verse.”
Below, Wofford downloads Beauty Independent on three formulations from New Sensations developed by Univar Solutions and powered by ingredients sourced from its world-class suppliers that are primed to be hot both in the metaverse and IRL.
Color Cosmetics
Eye Glow HP Cream Eye Shadow
This gold cream shadow transforms into a light powder texture once applied to the eyelid.
Standout Ingredients:
Dow’s DOWSIL™ EL-TIPS Silicone Elastomer Blend is a sensory enhancer in a renewable carrier allowing brands to offer a unique experience while meeting the growing demand for formulations with a high natural content. (INCI Name: C13-15 Alkane (and) Dimethicone/Vinyl Dimethicone Crosspolymer)
Dow’s DOWSIL™ ES-5800 Formulation Aid is a silicone dispersant for hydrophobized powder (fine particles and pigments) into water phase with carboxy modified functionality. It does not contain ethylene oxide and propylene oxide functionalities. It can be also used as an additive of water-in-oil formulation for easy to wash out by soap and as an emulsifier for oil-in-water emulsions. (INCI: Carboxydecyl Dimethicone)
Haircare
High Tech Micellar Shampoo
The term “micellar” is typically synonymous with skincare cleansing products. However, micellar shampoo has the same great cleansing benefits, according to Wofford. This blue foaming shampoo is loaded with nourishing actives, including panthenol and a rice extract, and is 96% natural.
Standout Ingredients:
DSM’s Quali B® D-Panthenol 75L, also known as pro-vitamin B5, is valued in skin, nail and haircare for its moisturizing properties. DSM’s D-Panthenol 75L is China listed, halal-certified and backed by DSM’s proprietary Quali® seal that guarantees the highest standards for quality, reliability, traceability and sustainability. (INCI: D-Panthenol)
Inolex’s PhytoTrace™ Rice is a botanical extract obtained by maceration, a cold process that preserves heat-sensitive phytochemicals and renders extracts closely matching the pool of phytochemicals in the plant. (INCI: Oryza Sativa (Rice) Extract (and) Glycerin (and) Water)
Skincare
Universe-All Nourishing Skin Fix
This nourishing pink skin cream helps repair and hydrate delicate skin. A 99% bio-based cream, it is vegan, palm-free and pumped up with added B12 vitamins to protect skin from inflammation and foster a healthy skin microbiome.
Standout Ingredients:
DSM’s Quali B® Vitamin B12 is a water-soluble biotech pink vitamin for sensitive and fatigued skin. It is produced using a non-GMO bacterial fermentation process, with an ISO 16128 naturality score of 67.8%. Quali B® Vitamin B12 is the first B12 vitamin produced specifically for cosmetic use and is backed by in vivo, ex vivo and in vitro data. (INCI: Cyanocobalamin)
Biosynthetic Technologies BioEstolide™ 250-100 is a revolutionary new bio-based emollient that offers enhanced stability, exceptional moisturization characteristics and a light, satiny feel. (INCI: Acetyl Isooctyl Polyricinoleate )
Discover more about Univar Solution’s #beautyverse here.
