The cosmetics giant has registered trademarks for a large number of its properties, indicating its intention to enter the virtual cosmetics market.

As big companies like Microsoft and Apple move into the metaverse, the cosmetics company's founder, L'Oréal, is planning to do the same. On Feb. 10, CoinDesk reported that the world's largest brand has filed 17 NFT and digital trademarks for some of its most recognizable beauty brands.

According to the World Intellectual Property Organization, the documents are in the name of beauty brands such as Pureology, Kiehl's, It Cosmetics, Maybelline, Redken, Urban Decay and nail polish brand Essie. Upon successful completion of the registration, L'Oréal will be able to cover electronic channels, artwork, tokens, NFTs, premium collectibles and images.

In addition, Kiehl's will have access to a virtual world of non-downloadable simulated fragrances. The majority of L'Oréal's registrations have been submitted with the aim of allowing its buyers to shop, sell and trade virtual beauty products in a virtual environment.

L'Oréal declined to comment on the move when contacted by CoinDesk, but we can assume the French beauty giant is keen to stay in the digital world.

L'Oréal's first meta-universe initiative took place in December 2021, when L'Oréal Paris USA commissioned five artists to create NFT in support of women's rights in the online space. The attempt failed, however, as it has only generated $1,550 in revenue to date.

L'Oréal claims to offer a virtual world for people to browse, add, buy, sell and trade virtual cosmetics.

While the concept of virtual perfume in a virtual world environment can be difficult to grasp, it is no longer uncommon to register trademarks for such items.

Businesses ranging from McDonald's to Walmart, as well as celebrities such as Brony James, Logan Paul and the late Kobe Bryant, have all recently filed for NFT-related trademarks.