Rihanna is making plans to take her Fenty Beauty cosmetics and haircare brand into the metaverse, according to a report on the news website Boardroom.
The singer and billionaire businesswoman has filed for a trademark to sell virtual cosmetics and hair care products under the Fenty brand, according to US trademark attorney Josh Gerben of Gerben Law.
This news comes just days after it was revealed that Rihanna’s lingerie line Savage X Fenty is likely to be valued at nearly £2 billion. The star is working with advisers from Morgan Stanley and Goldman Sachs on an IPO as she prepares to take the brand public.
Gerben revealed that Rihanna had filed a number of trademark applications to offer cosmetics and products from the Fenty empire in a ‘virtual’ format in the metaverse.
Rihanna has filed a new trademark application indicating that she will offer “virtual” cosmetics and hair care products under her FENTY brand.
Coming to a virtual world near you soon… #Rihanna https://t.co/PhTqfi4jFu
— Josh Gerben (@JoshGerben) March 15, 2022
Read more: Boohoo launches metaverse tie up with
Roblox for Paris Hilton’s virtual fashion week
The metaverse is increasingly becoming the go-to place for fashion labels and celebrities alike, with Paris Hilton and Snoop Dogg investing in the digital concept, alongside major brands such as Nike, Adidas, Reebok, L’Oréal, Victoria’s Secret and Puma.
Later this month, the first ever Metaverse Virtual Fashion Week will be hosted on Decentraland – a Web 3.0 metaverse platform accessible only through virtual reality headsets.
Taking place from 24 – 27 March, the free event is described as “a digital fashion week where users can freely join and enjoy live music and fashion events hosted by dozens of famous brands”.
