BEAUTY IN THE METAVERSE – WHAT DOES IT ALL MEAN?
FLANNELS THINKS:
With the first ever Metaverse Beauty Week taking place from 12th to the 17th of June, journalist Amy Francombe delves into the multi-dimensional world of virtual beauty and explores what it means for our identities.
Imagine a world where lipstick doesn’t just come in shades of red or pink but in the hues of a sunset or the glimmer of a galaxy. Or where your eyeliner doesn’t just define your eyes but could trace constellations across your face.
Well, according to makeup artist, creative director, and A.I designer, Joy Fennell, this is already a possibility – not in the “real world” per se, but across the many exploding virtual realms instead. “In the world of makeup and fashion, beauty has always been about self-expression and transformation. Now, imagine taking that power of transformation and transferring it into the digital realm of the metaverse,” she explains, adding: “In the metaverse, beauty isn't confined by the rules of the physical world. It's as boundless as our imagination, and that’s where its true potential lies.”
IN THE METAVERSE, BEAUTY ISN'T CONFINED BY THE RULES OF THE PHYSICAL WORLD. IT'S AS BOUNDLESS AS OUR IMAGINATION, AND THAT'S WHERE ITS TRUE POTENTIAL LIES - JOY FENNELL
Over the last few years, the concept of the metaverse – aka an immersive digital space that parallels the physical world – has gone from a sci fi fever dream to a fully realised reality. One that’s been embraced by a plethora of industries, with beauty arguably being one of its most feverous adopters.
For an industry that has historically been rooted in physical experiences and sold on smell, touch and feel, this may come as a surprise - at least for now. “Instead of replacing these experiences, we're finding ways to reinvent them. We're seeing virtual makeup try-ons, AI giving you skincare advice, and AR tutorials popping up in your own mirror,” counters Fennell, alluding to the huge surge of beauty brands that have entered the virtual realm. Whether that be Charlotte Tilbury’s Pillow Talk Party Virtual Beauty Wonderland, where a 3D avatar of the beauty mogul greets guests as they enter her digital beauty boutique filled with floating products and virtual makeup masterclasses. Or Estée Lauder turning their legendary Advanced Night Repair into an exclusive, wearable NFT during Decentraland’s Metaverse Fashion Week, which gave the buyer’s avatar a sparkling aura – much like fans of the serum hope to have IRL. Now with the launch of the first ever Metaverse Beauty Week this month, it seems we’re only hurtling further into this exciting new domain.
In fact, there’s even a name for the swaths of consumers ferociously engaging with these new dimensions of beauty. Dubbed the “Beautyversals” by WGSN. The leading trend forecasting authority predicts that by 2024 this core audience will view digital products on par with their physical counterparts and will actively seek advice from virtual experts. “I work from home so mainly see my colleagues on Zoom and have loads of friends that I only really see on Snapchat or Instagram stories,” says self-professed Beautyversal Rebecca. “Really, most of my generation spends the majority of our time online, so having things like cyborg filters or alien skins to customise our Fortnite characters, which more accurately represents what we wished we looked like (in my case at least), is epic.”
As 23-year-old Rebecca says, the uptake of beauty in the metaverse is not simply a marketing ploy to sell more products, but a playground to explore our boundless identities in the increasingly important digital realm. Nowhere is this currently more evident than in the rise of next-gen creatives who have harnessed softwares like Spark AR Studios to birth surrealist makeup masterpieces. Take Paige Piskin who has built a 700k following (which includes Grimes, Dua Lipa and Hailey Bieber, among others) thanks to her viral Cartoon Princess filter which transformed users into their favourite Disney-esque character. Then there’s Ines Alpha, a Parisian 3D makeup creator who whips up enchanted, otherworldly CGI looks akin to art. Think: eyeshadows made out of sapphires, manicures made out of throbbing, anemone-esque structures, and cheekbones made out of gill-like ridges.
“Depending on personal style, it can be an exact avatar of your human self, or you can explore more creative versions, like a gorgeous sleek alien creature or a hybrid cat human, or maybe even just a cartoon version of yourself,” says Piskin, adding: “With the limitless potential of digital identities and beauty, we will become more comfortable expressing ourselves in different ways in both the digital and physical world.”
“The emphasis here isn't about prioritising our virtual selves over our real-life selves, but rather understanding that these two can coexist and complement each other,” continues Fennel, adding: “It's about expanding our concept of identity to include the many faces we can have in the digital world, each one reflecting different facets of who we are.” But that doesn’t mean the digital world can’t impact the physical one. A popular TikTok trend sees many users recreating filtered makeup looks IRL, while beauty rule-breaker, Doja Cat’s go-to MUA, Sophia Sinot, used AI-generated make-up filters to inspire an editorial for Mission Statement Magazine – highlighting the symbiotic relationship developing between the two worlds. “I see e-makeup as a fun way to quickly try out many different identities,” agrees Rebecca. “And if anything feels particularly “me” I definitely try recreating it at home. Even the more “out there” ones are possible with a little more patience - just look to the boom of MUAs like Isamaya Ffrench and Tilda Mace using prosthetics.”
Best of all, anyone can both experiment and make these AR beauty filters. “This digital shift is all about democratisation. Beauty is now accessible to more people, in more places, than ever before... With a few clicks or taps, you can dive into a world of creativity and self-expression,” agrees Fennel, who set up ‘The Future In Black’ design studio to ensure Black creatives are embedded into the conversation. “So yes, it's different, but it's also more inclusive and exciting. We're not just preserving the physical experience of beauty; we're enhancing it with digital magic. The beauty industry is now a playground open to everyone, and that’s the beauty of its digital transformation.”
WE'RE NOT JUST PRESERVING THE PHYSICAL EXPERIENCE OF BEAUTY; WE'RE ENHANCING IT WITH DIGITAL MAGIC - JOY FENNELL
Fennell believes we’re only just scratching the surface of what’s conceivable, with events like the upcoming Metaverse Beauty Week being a glimpse into the extraordinary possibilities that await us.
As Apple announce they’re releasing a new virtual reality and more communities move further online – maybe we’ll find a way to wear these e-makeup looks IRL. Or as tech becomes slicker virtual influencers will teach us how to use advanced devices to detect hyper specific problems with our skin, and immediately issue a customised skincare routine. Really the only limit to virtual beauty is the limit of your imagination, so get dreaming.
Experience Metaverse Beauty Week at FLANNELS X 17.06.23 and head to Metaversebeautyweek.com between 12.06.23 and 17.06.23 to visit us at the virtual FLANNELS BEAUTY BAR.