Following fashion brands and independent beauty founders, major beauty companies are now getting in on the NFT craze.
Nars, Givenchy Beauty and E.l.f. are among the recent beauty brands that have launched NFTs, joining a wave of large corporations such as Coca-Cola and Procter & Gamble. With the NFT hype so new, the corresponding brand campaigns are all about generating buzz or raising money for charity, for now, but companies are evaluating what to do for the long term.
Starting on July 31, Shiseido-owned Nars becomes the latest large beauty brand to launch an NFT campaign. It’s celebrating its hero Orgasm blush with a collection of three commissioned NFT artworks by female-identifying artists on the platform Truesy. The first piece by contemporary collage and crystal artist Sara Shakeel will be available for free in an unlimited number starting on Saturday. This will be followed on August 2 by another open-edition piece for $50 by fashion designer and multimedia artist Azéde Jean-Pierre. A $500 limited-edition piece by electronic music artist Nina Kraviz will go on sale on August 4. Only three NFTs will be available for this drop.