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Byredo, the Ben Gorham-led fragrance and make-up brand, and RTFKT, the Nike-owned digital fashion start-up, have collaborated on a beauty-meets-Web3 launch.

The upcoming launch, created in collaboration with M/M, includes a digital aura, which is “a physical and digital scent” that you can customise, as well as purchase physical fragrances through NFT Fusion.

These fragrances, a combination of 26 ingredients, represent different emotions. Each personalised perfume will be released as a digital collectible in limited quantities.

This is Byredo‘s first foray into the metaverse, following in the footsteps of other beauty brands investing in the digital space such as Estée Lauder and Guerlain. Meanwhile, RTFKT has been launching NFT projects with Nike.

 

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Una publicación compartida por RTFKT Studios (@rtfktstudios)

“I liked the idea of dissecting it down to the raw materials. A single scent is incapable of representing this virtual world, so we formulated a lexicon of elements that collectors can combine at will to make something completely unique,” said Gorham.

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