The world’s largest makeup brand bets on the metaverse.

Maybelline New York has sponsored a digital fashion contest in the virtual realm, which took place on Thursday. Called “Masculinity Fashion”, the objective of the competition is for its participants “to reflect on the redefinition of the clothing of masculine identities”, according to a statement from the brand.

The initiative is part of Maybelline’s ongoing collaboration with Ready Player Me on makeup looks for metaverse avatars, along with hairstyles from sister brand L’Oréal Professionnel.

The contest was created in association with digital fashion brand Artisant, as well as Jenny Metaverse Dao, a collection of contemporary art in space. The contest takes place at Spatial in Agora…