Nyx Professional Makeup has announced a collaboration with The Sandbox and People of Crypto Labs. Set in The Sandbox metaverse, the trio plans to work together on the Valley of Belonging space within the metaverse. The Valley is set for launch on June 24, in line with Pride Month with month-long activities featuring digital and physical experiences, live performances, and a meta-pride parade.
NYX’s Sandbox Metaverse Ambitions
The Web3 initiative will include a uniquely diverse expression of “marginalized” communities in the form of digital NFT avatars. Moreover, the label feels that founding this project can continue to boost consumers’ self-expression. Additionally, Nyx will be the first cosmetics brand to integrate into The Sandbox, stressing that makeup has no gender.
The NFT avatars will incorporate over 36 skin shades, with every ethnicity, sexual orientation, and gender identification available. Available June 17th. the collection will feature voxelized makeup looks for each group represented in the Pride flag. Furthermore, Nyx added that it would be donating 100 percent of its proceeds from the sale of the avatar NFTs to the Los Angeles LGBT Centre.
“Given the current climate of rising discrimination against LGBTQIA+ and other minorities. There has never been a more important time to build a safe space that welcomes all. As someone who has had to hide my real identity, I want to help build Web3 to allow marginalized communities to feel represented and not left behind. We are proud to have NYX Cosmetics as a partner that shares our mission.”
POC Lab co-founder Akbar Hamid
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