The size of the global AI market in beauty and cosmetics was estimated at $2.7 billion in 2021. According to Mintel, 92% of Gen Z are interested in AI shopping experiences such as personalization and virtual reality. With this information in hand, it makes perfect sense for brands to dive into the metaverse, experimenting with their customers’ purchasing desires. The most recent brand to investigate virtual space is TRESemmé, partnering with Exarta, a UK-based Web3 company, to establish a firm footing in the metaverse. The hair care brand’s move makes them the first company in Pakistan to explore the metaverse, where Web3 is set to grow significantly in the coming years, following claims that the country is not up to the task of the platform. Developing.

“They were delighted…