The project People of Crypto, an initiative from the public relations firm 5th Column, has teamed up with NYX Professional Makeup on an avatar collection that celebrates diversity in ethnicity and sexuality. The collection numbers 8,430 hand-crafted, unique generated avatars that represent the 84.3% global majority population of communities of color and LGBTQIA. These unique avatars grant access to the first #MetaPride in virtual world The Sandbox.
The People of Crypto avatars feature a variety of NYX makeup looks. In addition to being fully playable avatars in The Sandbox, POC avatars will give holders the ability to display their sexual orientation and pronouns. The mint date for the POC avatars is June 20. #MetaPride begins in The Sandbox on June 24.
This is not the first entry into the metaverse by NYX. In 2021 NYX was the official makeup partner at the inaugural META GALA, presented by CFW. This 3D digital fashion benefit featured an avatar of star makeup artist and NYX collaborator Mimi Choi. Choi's makeup design was created as an AR filter and minted as a NFT that was airdropped in a limited edition to people who registered for the show.
POC is the latest in a number of avatar collections that elevate women and celebrate multiculturalism, the most prominent being World of Women and Boss Beauties. Digital beauty has been on the rise with new initiatives and projects from large beauty brands like L’Oréal (which owns NYX), also RTFKT x Byredo, Givenchy Parfums and more. The founders of POC are Simone Berry and Akbar Hamid.