THE WHAT? Lush is among the brands signed up to take part in the inaugural Metaverse Beauty Week. Pioneered in Decentraland, Spatial and Roblox, MBW2023 is dedicated to connecting leading digital designers with established beauty brands.

THE DETAILS Lush will use web3 capabilities to allow visitors to experience their iconic bath bombs in virtual reality, starting in Decentraland and extending into Spatial and Roblox where users will be able to experience different Lush ‘planets’ that embody different bath bombs, and different festival experiences across the week.

THE WHY? The global event hopes to subvert expectations of traditional beauty and help shape the industry landscape across metaverses and within AR and IRL spaces.