The metaverse is no longer a futuristic concept, it’s a rapidly expanding digital landscape that’s reshaping how people interact, shop, and express themselves. Defined as a virtual-reality space where users engage with computer-generated environments and each other, the metaverse invites users to step inside the internet rather than simply consume it. Through avatars, people can socialise, work, learn, create, and, increasingly, shop.
This isn’t one singular place. The term “metaverse” refers to a broad concept, encompassing a range of platforms – like Roblox, Fortnite, Decentraland and Horizon Worlds – which each offer its own immersive universe. Sounds niche? The numbers tell a different story. In 2020, the metaverse was valued at $47.69 billion. Fast forward to 2025, and it’s estimated to be worth around $800 billion, with projections ranging from $1 trillion (JP Morgan) to a staggering $12 trillion (Goldman Sachs) by the end of the decade. Around 700 million users now inhabit these virtual worlds, and although 60% of these are under the age of 16, the fastest-growing segment is 17–24-year-olds, making it a prime space for brands to cultivate long-term loyalty.
“These early explorations and experimentations have evolved into fully integrated campaigns that combine phygital as a key strategy in all plans.”
The metaverse isn’t just some obscure virtual concept – it’s fast becoming a real, strategic playground for beauty brands ready to lead the next wave of innovation.
Vivianna Blanch, Senior Vice President – US Marketing & International Liaison at Benefit Cosmetics, has been at the forefront of this evolution. Reflecting on her time at L’Oréal, she recalls launching products on Roblox before they hit physical shelves. “In the beginning everyone was very excited about the metaverse, virtual reality and digital-first brand opportunities,” she says. “Now, these early explorations and experimentations have evolved into fully integrated campaigns that combine phygital as a key strategy in all plans.”
Phygital (the intersection between physical and digital experiences) is more than a buzzword. It’s a strategic lens through which beauty brands are reimagining product development, marketing, and consumer engagement. “Brands are now considering how products can be used on avatars in virtual gaming environments,” Vivianna explains, “and even how to develop shade stories for a virtual environment.” This all feeds into a strategy known as ‘experiential marketing’ which creates engaging, memorable, and interactive experiences for customers to connect with a brand on a deeper, emotional level. The metaverse allows consumers to interact with brands in exactly this way as it traverses the line between digital and physical.
For example, when working on avatar launches for metaverse, The Sandbox, Vivianna and her team had to consider over 8,000 different shades and colour stories. “We tried to find looks and beauty techniques that could be used on an avatar and then purchased and recreated by our customers in real life,” she tells me. For beauty brands, it is this duality that is at the heart of the metaverse’s appeal.
One standout example is e.l.f. Beauty. As Justine Higueras, Head of Beauty Partnerships at Roblox, said in a company press release: “The most successful brands on Roblox are on the pulse of Gen Z culture, are authentic to what they stand for, and meet their audiences where they are spending time.” In November 2023, e.l.f did just that by launching e.l.f. UP!, a gamified experience designed to engage Gen Z users. Players were able to create their own dream startups based on causes and places they care about, navigating themed zones inspired by e.l.f.’s cult product lines. The Halo Glow zone is an art gallery and jewellery shop, while Power Grip is a climbing gym and tech startup.
e.l.f. UP! has been visited over 16 million times, with a 96% positivity rating. But what truly sets it apart is its pioneering use of real world commerce on Roblox, as it became the first beauty brand to sell physical product in-game, complete with a ‘virtual twin’ which is a matching digital item for the user’s avatar, similar to a free gift in a physical store.
Fenty Beauty quickly followed suit with an exclusive lip gloss drop, and now brands like Dolce & Gabbana, NARS and MAC are also diving into the metaverse, proving that it truly is a new place for beauty to thrive. As Vivianna puts it: “Those embracing the space are early adopters. Whether luxury maisons or mainstream brands they have one common theme: embracing disruption.”
And the disruption isn’t limited to product innovation – the metaverse is influencing hiring and team structures too. Leadership teams need to be open to integrating new technologies into their marketing strategies, and new roles are emerging across creative, 3D artistry, development, VR design, and specialised creative technology. As the space grows, so does the need for talent that can navigate it, and this includes individuals with the ability to operate with dexterity across both traditional and digital domains.
“Leaders are increasingly tasked with driving experiential marketing, and crafting immersive and emotionally resonant brand experiences that extend beyond physical products into virtual environments.”
While few beauty brands are actively hiring for metaverse-specific roles today, the responsibilities are beginning to surface within existing leadership positions, particularly within the remit of the Chief Customer Officer and Chief Marketing Officer. These leaders are increasingly tasked with driving experiential marketing, and crafting immersive and emotionally resonant brand experiences that extend beyond physical products into virtual environments. As these become more central to brand strategy, Chief Customer Officers and Chief Marketing Officers will need to lead cross-functional teams that blend creative technology, data insights, and ethical governance, ensuring beauty brands remain relevant and resonant in this immersive new frontier.
With engagement on Roblox up 35% year-on-year, 380 million monthly active users, and 85 million daily users, the momentum is undeniable. Whether through virtual twins, avatar shade stories, or immersive brand worlds, the metaverse offers a canvas for creativity, connection, and commerce that beauty brands are beginning to truly utilise.
For brands willing to invest in immersive storytelling, inclusive design, and future-facing talent, it isn’t just a new channel, it’s a new chapter. And while the rules are still being written, one thing is clear: those who learn to navigate this space now will be best positioned to shape what comes next.
