BEAUTY
THE FUTURE 100 124
Gamers are customizing their avatars using virtual cosmetics, bringing new
forms of creativity and personality to gaming. Even in violent or action-centered
Metabeauty
Gaming systems are introducing virtual beauty and real-world cosmetics to their realms, heightening user engagement and opportunities for beauty brands and creatives.
games such as Grand Theft Auto or Fortnite, players are turning to digital high-
fashion clothes and hair and makeup options for enhanced self-expression and immersion. “By dressing your character how you want, it pushes the
imagination a little further,” Jo-Ashley Robert, Dead by Daylight’s associate producer, told Vogue. “It’s only getting more popular.”
Traditional beauty brands including Nars Cosmetics and Gucci are creating
virtual makeup for players to use. Nars Cosmetics added 30 virtual products to the Drest app in October 2021, displayed using virtual model avatars. Also in October, Gucci Beauty added 29 virtual makeup products to Drest’s Beauty
Mode feature, with more than 40 potential combinations and links for users to purchase the physical products in the app.
The Sims 4 Spa Day Game Pack got a beauty upgrade in September 2021. Players can now add a High Maintenance trait, do yoga, meditate, and get
