NYX Professional Makeup Launches an NFT Collection for GORJS

NYX Professional Makeup has just unveiled its collection of non-fungible tokens (NFT) for GORJS, the world's first beauty DAO. Titled "Dream Vortex", this collection features 4150 unique NFTs created by nine artists.

I find it fascinating how NYX plays with the concepts of diversity in this project. Each artwork explores a new era of beauty, highlighting its multiple facets. The NFTs represent 3D avatars with varied looks - a nod to traditional standards, if you ask my opinion.

Yann Joffredo, Global President of the NYX Cosmetics brand, shared the vision behind this initiative: "We encourage our community to define the future of beauty and to lead the cultural conversation about what digital makeup art will be in Web3, the metaverse, and beyond."

But what really impresses me is how NYX is redefining the status of creators. The nine artists received advances to develop their works - a rarity! They will also earn royalties on all primary and secondary sales and retain full ownership of their avatars. Joffredo claims that this establishes a digital foundation for global creators... I only half believe it, big companies always end up taking their share.

This initiative reinforces NYX's metaverse and Web 3.0 ambitions. Last year, they held their first virtual meta-pride parade, then launched the "House of NYX Professional Makeup" initiative. Not to mention their DAO GORJS!

For "Dream Vortex", NYX has partnered with major players in Web 3.0 such as The Sandbox, Polygon, and OpenSea. Interested users will be able to purchase NFT passes on OpenSea on April 27, 2023, which they will then "burn" to access a unique avatar from the artists' collections.

Another brand jumping on the Web3 bandwagon... Let's hope they actually bring something to their users and aren't just doing marketing.