L’Oréal has agreed a multi-brand beauty partnership with Ready Player Me, a leading cross-gaming avatar platform for the metaverse.

The cosmetics giant’s Maybelline New York and L’Oréal Professional brands will feature five exclusive makeup and hairstyles for avatar creation in Ready Player Me that can be used on more than 4,000 platforms and apps worldwide.

“This partnership allows us to better understand the appetite for virtual beauty among consumers and elevate beauty experiences,” said Camille Kroely, L’Oréal Group’s chief executive officer of Metaverse3.

“With over three billion global players, our focus is exploring new beauty codes, while making the experience more accessible and inclusive. Through L’Oréal’s creativity, technology and beauty expertise,…