Urban Decay Celebrates Its Groundbreaking Makeup Launch Event in the Metaverse, Collaborating with Ulta Beauty on Roblox
In Brief
Urban Decay has created 18 unique virtual makeup styles on the globally popular immersive platform Roblox, designed specifically for the upcoming generation of beauty enthusiasts.
This special collection of 3D avatar accessories showcases Urban Decay's most popular cosmetics as well as insights from beauty influencers like Manny Gutierrez, Leilani Green, and Emmy Combs.
In celebration of the new launch, Urban Decay is throwing Eye-Con, the debut metaverse makeup launch event on Roblox in partnership with Ulta Beauty on May 13, 2023.
The famed cosmetics brand Urban Decay is now introducing its makeup range to the virtual universe. The aim is to inspire the next wave of beauty innovators, with Urban Decay unveiling 18 innovative virtual makeup styles on Roblox, a metaverse platform hosting an impressive 65 million users. This collaborative experience encourages users from all demographics to tap into their creativity and express themselves as makeup artists in this fascinating virtual space. The 3D avatar accessories by Urban Decay can also be found in the physical world. This limited-edition collection features nine distinct looks crafted in partnership with beauty influencers like Manny Gutierrez, Leilani Green, and Emmy Combs. Each avatar piece incorporates the brand’s top-selling items, such as the acclaimed 24/7 Glide-On Waterproof Eyeliner Pencil, 24/7 Moondust Glitter Eyeshadows, and the recently launched 24/7 Inks Liquid Eyeliner.
To kick off this initiative, Urban Decay has teamed up with Ulta Beauty to host an unprecedented metaverse makeup launch event on Roblox, titled Urban Decay Eye-Con. The
Ulta Beauty's virtual realm within Roblox will be the venue for this exciting celebration. Attendees can immerse themselves in the experience, unleashing their creativity while providing their avatars with breathtaking new appearances at the Urban Decay pop-up shop. Ultaverse During the Urban Decay Eye-Con, guests are invited to flaunt their newly crafted makeup looks on the virtual runway, snap selfies, watch cosmetic tutorials, play beauty trivia, and enjoy the festivities alongside the three influencer hosts. This vibrant event is scheduled to take place from May 13 to June 12.
Urban Decay has explored options in Roblox multiple times before. In 2022, the brand collaborated with Paris Hilton
to create a thrilling Halloween-themed event that included virtual costumes, DJ performances, and appearances by celebrities. Reflecting on the previous year's triumph, Urban Decay’s president, Eva Erdmann, mentioned that the Paris Hilton x Cryptoween collaboration showcased the vast potential of the metaverse for beauty content creators. Erdmann expressed her belief that Urban Decay Eye-Con would push the limits even further, featuring bolder colors, innovative concepts, and tailor-made beauty looks. to create Cryptoween L’Oréal Paris debuts metaverse-inspired looks for avatars on Ready Player Me
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Disclaimer
In line with the Trust Project guidelines Agne serves as a journalist reporting on the latest trends and shifts within the metaverse, AI, and Web3 sectors for Metaverse Post. With a strong passion for storytelling, she has conducted numerous interviews that dive into the expertise of key figures in these fields, always in pursuit of captivating and engaging narratives. Agne holds a Bachelor's degree in literature and brings with her an extensive writing background across various subjects such as travel, art, and cultural insights. Moreover, she has contributed her editing skills to an organization advocating for animal rights, assisting in raising awareness on important welfare issues. You can reach her at
