NYX Professional Makeup is announcing ‘GORJS’—a global partnership with 3D Artists to build the world’s first ‘beauty DAO.’

What’s a DAO? A decentralized autonomous organization (DAO) is “a software running on a blockchain that offers users a built-in model for the collective management of its code,” according to Kraken. And—they’re kind of like clubs for crypto enthusiasts, Digiday reports.

NYX Professional, a digitally-native beauty brand, says the  community-led artist collective will help define the future of beauty in the metaverse. It will focus on fostering the development of the 3D artist community and its evolving approach to makeup in the metaverse.

GORJS will serve as a launchpad for 3D creators from across the industry, with the intent to promote growth & innovation within the community, increased aptitude in digital makeup, and ultimately, success in their careers.

The DAO’s ultimate goal is to create a new community of artists who are redefining beauty in the metaverse, and to lead the cultural conversation as it relates to the brand values of diversity, inclusivity, and accessibility. 

For the first phase of the GORJS launch, NYX Professional Makeup has begun partnering with some of the most dynamic creators in this space—@thisiscraves, @smeccea and @curry_tian—three of whose unique interpretation of “beauty in the metaverse” is being previewed at the annual Viva Technology conference in Paris.

Yann Joffredo, Global Brand President, NYX Professional Makeup, comments:

“We proudly champion artistry and diversity. With the launch of GORJS, we are thrilled to be the first to pursue building a beauty community for the metaverse.”

Joffredo continues, “This community will help define what beauty, creativity, and identity mean in this new world, with NYX Professional Makeup supporting along the way. We are proud to once again to help shape the cultural conversation about beauty, to redefine and reinvent what beauty means in this modern world. We invite aspiring artists to join us on this journey together.”   

A Plan to Empower the Community

NYX Professional Makeup will support the launch of the artists’ NFT drops within GORJS, developing the new DAO’s ecosystem. GORJS will then be available for aspiring users to join, growing the community by building the creator pool. 

The unique idea behind GORJS is not only empowering the community through a tokenization mechanism that enables fans, established artists, and those still rising in their craft to influence the direction of the organization, but also, enabling its members to define the future of beauty in a virtually unchartered space, democratizing the ability to influence this territory in Web3.

The GORJS strategy is a nod to NYX Professional Makeup’s digitally-native roots, where the brand was the one of the first to focus on pioneering the development of digital beauty creators.

The brand quickly rose to fame by leaning into the power of the digital community. The brand focused on reposting UGC on owned social channels, and hiring relatively unknown influencers to star in brand campaigns and global artistry competitions.

NYX Professional Makeup was also the first beauty brand to foster community engagement in the digital space—growing to more than 30MM+ in social followers worldwide today.