Marie Redding, Senior Editor06.21.21
E.l.f. Cosmetics just created its first-ever NFT (Non-Fungible Tokens) collection—and the photos of its products quickly sold out.
E.l.f. launched the #CryptoCosmetics collection on June 18th at 11 am PDT, which was artwork of three of its products—Poreless Putty Primer, 16HR Camo Concealer, and Ride or Die Lip Balm. The brand only made 9 available—three of each product.
To develop its Crypto Cosmetics line, e.l.f. partnered with creative agency Movers+Shakers. The products were "dipped in gold." E.l.f. calls its first 100% crypto collection of NFTs “Ne.l.f.Ts.”
“At e.l.f., we always challenge ourselves to delight our community in new and disruptive ways,” says Kory Marchisotto, chief marketing officer, e.l.f. Beauty. “We’re thrilled to introduce the first in what we plan will be a series of Crypto Cosmetics."
The products were sold on the crypto platform Bitski. All purchases on the platform are minted in the user's digital wallet.
E.l.f. isn't the first beauty brand to get into the world of NFT's. Givenchy just launched an NFT honoring the fight for LGBTQIA+ rights around the world.
Fragrance brand Look Labs' founder Jordan Katzarov created a digitized version of the fragrance, Cyber Eau De Parfum, Glossy reports.
According to Vogue Business, we can expect fashion companies to compete in the coming months "to make an NFT fashion experience that’s premium, clean and beautiful."
More beauty brands will follow, no doubt.
