L’Oréal Files Trademarks for ‘Virtual Cosmetics’

L’Oréal’s plans for the metaverse and NFTs apparently go beyond mere branding: According to a raft of recent trademark filings that recently came to light, the global beauty company envisions an array of virtual cosmetics and other digital goods marching out from across its portfolio of brands.

Seventeen applications filed between Feb. 8 and Feb. 10 from Kiehl’s, Maybelline, Pureology, Urban Decay, Redken, Matrix and others moved to protect an intriguing lineup of items, from “virtual perfumery” to hair care and styling for avatars and gaming environments. The details varied based on the brand, but throughout, the company laid claim to “providing a metaverse for people to browse, accumulate, buy, sell and trade” virtual products, including hair care and styling preparations, nail polish, skin care and cosmetics.