Will the metaverse ever be a viable channel for beauty retailers?

AI display at Flannels X, Oxford Street, London

In a week-long celebration of the beauty industry, creative agency Cult London set up the inaugural Metaverse Beauty Week (MBW), from June 12-17, on web3 platforms like Spatial, Roblox and Decentraland and a few in-person events hosted at Flannels.

In an industry where touch, feel and smell heavily influence consumers’ decision making, the idea of a beauty week held almost entirely on the metaverse seemed bizarre.

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