THE WHAT? L’Oréal-owned NYX Professional Makeup has launched a DAO named Gorjs as an online beauty ‘incubator’ as well as 1,000 Ethereum NFTs called FKWME pass, according to a report by L’Oreal Finance.
THE DETAILS The DAO was first announced last June but is set to launch soon, with the FKWME NFT passes due to be released to the public on 1st February.
According to a statement, NYX Global Brand President Yann Joffredo said Gorjs was created to shine a light on ‘3D creators’ and give them a ‘path to success within the Web3 ecosystem.’
THE WHY? NYX is marketing to a gen z audience with its new venture, moving away from its tradition beauty influencer content.
A member of the Web3 focused advisory team, Amber Ward, CEO of creative agency Invisible North, telling Decrypt: “The primary demographic for GORJS is creators and digital artists who are native to Web3.
“This is a niche, long-term play.”
Joffredo continued: “We believe that a new generation of Web3 creators will help redefine beauty.”
