Urban Decay Is Throwing the First Metaverse Makeup Launch Party on Roblox
Urban Decay always encourages fans to break the rules and unleash creativity in surprising ways. To support the next generation of beauty creators in the metaverse, the pioneering cosmetics company is releasing 18 mesmerizing virtual makeup looks in Roblox, a global immersive platform where over 65 million users of all ages connect and communicate daily.
"The world of Roblox lives at the intersection of beauty and tech bringing our UD fam together," says Eva Erdmann, President, Urban Decay Global. "As we build new communities of beauty creators and fans, our goal is simple: provide a platform that lets you unapologetically express yourself and connect with like-minded makeup lovers—and Eye-Con is exactly that. We are excited to take our longstanding relationship with Ulta Beauty, our #1 retail partner since 2004, to the next level in the metaverse." As a first for Urban Decay, the brand developed 3D avatar wearables using products that can be purchased IRL.
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