L'Oréal owned brand NYX announces NFT avatar collection for The Sandbox

NYX Professional Makeup, a subsidiary of L’Oréal, is partnering with The Sandbox metaverse and People of Crypto (POC), a creative & innovation lab dedicated to increasing diversity, participation, and representation in web 3.0. The company is launching an NFT avatar collection, with different attributes inspired by NYX Professional Makeup looks!

The collection will be a part of a special "Belonging Week", starting on June 24th, during which we will also see the launch of the Valley of Belonging, the first diversity, equity and inclusivity hub in the metaverse.

The 8,430 avatar NFT drop, which will mint on June 17th, is representative of the estimated 84.3% global majority population of communities of color & LGBTQIA+. Avatar traits will incorporate over 36 skin shades, every ethnicity, sexual orientation, and gender identification, celebrating our differences ranging from different abilities like prosthetic limbs to cultural identifiers like the hijab. NYX Professional Makeup is donating 100% of its proceeds from the sale of the avatar NFTs to the Los Angeles LGBT Center, amounting to $50,000.

“There has never been a more important time to build a safe space that welcomes all given the rising discrimation against LGBTQIA+ and other minorities” says gay and South Asian POC Lab co-founder, Akbar Hamid. “As someone who has had to hide my real identity, I want to help build Web3 as a place that allows marginalized communities to feel represented and not left behind. We are proud to have NYX Cosmetics as a partner that shares our mission.”