Urban Decay Throws the First-Ever Metaverse Makeup Launch Party on Roblox with Ulta Beauty

Cosmetics brand Urban Decay is bringing its makeup products to the virtual world. To inspire the next generation of beauty creators, Urban Decay is launching 18 virtual makeup looks on Roblox, the immersive metaverse platform that boasts 65 million users. The collaboration encourages users of all ages to explore their creativity and unleash their inner makeup artists in the metaverse.

Urban Decay’s 3D avatar wearables are also available in real life. The limited-edition collection comprises nine looks by beauty influencers Manny Gutierrez, Leilani Green, and Emmy Combs. Each wearable features the brand’s top-rated cosmetics, including the best-selling 24/7 Glide-On Waterproof Eyeliner Pencil, 24/7 Moondust Glitter Eyeshadows, and the newly-launched 24/7 Inks Liquid Eyeliner.

To mark the launch, Urban Decay has joined forces with another makeup brand, Ulta Beauty, to host the first-ever metaverse makeup launch party on Roblox, called Urban Decay Eye-Con. The Ultaverse, Ulta Beauty’s virtual world within Roblox, will serve as the backdrop for the celebration. Participants can freely express themselves and give their avatars stunning new looks at the Urban Decay pop-up shop.

At the Urban Decay Eye-Con, participants can showcase their new makeup looks on the runway, take selfies, watch makeup tutorials, play beauty trivia games, and party with the three beauty influencers – hosts. The event will run from May 13 to June 12.

Urban Decay has ventured into Roblox on more than one occasion. In 2022, the cosmetics brand teamed up with Paris Hilton to create Cryptoween, an immersive Halloween event that featured virtual costumes, DJ sets, and celebrity cameos. Reflecting on the previous year’s success, Urban Decay’s president, Eva Erdmann, stated that the Paris Hilton x Cryptoween collaboration demonstrated the potential of the metaverse for beauty creators. Erdmann stated that Urban Decay Eye-Con would push the boundaries even further with more vibrant colors, innovative creativity, and customized looks.

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