REIMAGINING THE
FUTURE OF BEAUTY
Metaverse Beauty World - a two-year exploration into how web3 is shaping the future of beauty and why diverse voices and makers need a seat at the table.
#MBW
#MBW
Beauty standards have long been shaped by unrealistic ideals, causing lasting harm. Only 4% of women worldwide consider themselves beautiful, and 1 in 2 girls say toxic beauty advice on social media affects their self-esteem. It was time for a change.
We set out to Give Reality a Makeover - subverting outdated norms and embracing a new, limitless vision of beauty in the metaverse.
Metaverse Beauty Week became a multi-sensory experience spanning Spatial, Decentraland, and Roblox, making beauty more inclusive and accessible.
#MBW
#MBW
Working closely with Cult’s strategy and creative technology teams MBW built bold new worlds in Decentraland, Spatial and Roblox, while also bringing the experience to life IRL at Oxford Street.
MBW was live June 12-17, 2023, bringing together global brands including; Neutrogena, Flannels Beauty, Glossybox and LUSH alongside our own creation: NYA.
The festival featured virtual masterclasses, gamified activations, AR filters, wearables and expert talks, offering a blend of creativity and technology. MBW2023 celebrated beauty’s limitless potential, merging digital and physical realms to engage audiences in experimental new ways.
Pivotal creatives in making this work come to life included Katya Pavlenko, Daisy May Haywood and Nina Smale.
Together with Daisy, we curated the week-long event in 2023 and again in 2024, uniting brands, opinion leaders and creators to shape something truly magical.
BLENDED REALITIES
Across three metaverse platforms, MBW featured masterclasses, presentations, gaming, wearables, and talks from global talent - redefining beauty through creativity and technology.
To bridge the gap between digital and physical worlds, we hosted the world’s biggest AR/VR beauty showcase at FLANNELS X, bringing immersive experiences to Oxford Street. This showcase was made possible through partnerships with FffaceMe, The Future In Black, Immersive Kind, Paige Piskin, Ines Alpha and The Dematerialised.
