NYX, a make-up brand owned by L’Oreal, is launching GORJS, a DAO incubator for online beauty and 1k ETH NFT collection named FKWME Pass.
Pronounced gorgeous, GORJS seeks to establish a precedent for beauty standards in the metaverse and be at the top of the cultural conversation as the DAO boasts values of accessibility, diversity, and inclusivity, the litepaper (the DAO’s technical explanations) states.
In June 2022, NYX made the premiere announcement of the DAO. However, its official launch date is set for some time in the near future, while keeping the initial vision the same. The FKWME NFT collection will be open to the public starting on the 1st of February 2023. An FWKWME non-fungible token pass has an initial price of 0.19 ETH or USD 290.
NYX’ President released a statement highlighting that GORJS’ purpose is to shine a spotlight on Web3 3D creators and allow them to succeed in the metaverse. The company’s executive sees a clear difference between digital make-up designers and physical ones since the digital world allows creators to leverage surreal elements without respecting basic laws of physics.
NYX means that its DAO is a way to go beyond physical cosmetology and explore what the art of make-up means in the virtual world, with pseudonymity and avatars.