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Rihanna’s Fenty Brand is Getting Metaverse-Ready by Filing Metaverse Trademarks

Pop superstar Rihanna is entering into the Metaverse. Her successful beauty brand Fenty filed for a Fenty trademark, which indicates a Metaverse move.

The nine-time Grammy winner and billionaire filed the Fenty trademark through Roraj Trade LLC, according to trademark attorney Josh Gerben of Gerben Law.  Fenty will offer virtual cosmetics and hair-care products under her Fenty brand in the Metaverse. The Metaverse is a network of 3D virtual worlds.

LOS ANGELES, CALIFORNIA – MARCH 12: Rihanna celebrates the launch of Fenty Beauty at ULTA Beauty on March 12, 2022 in Los Angeles, California. (Photo by Kevin Mazur/Getty Images for Fenty Beauty by Rihanna)

According to the Fenty filing, the company wants to bring to the Metaverse downloadable virtual goods, namely “computer games featuring cosmetics and makeup, cosmetic and makeup accessories, hair care preparations, hair coloring preparations, hair styling preparations, hair care accessories, hair coloring accessories, hair styling accessories, skincare preparations, skincare accessories, soaps, perfumes, and personal fragrances, all of the foregoing for use in online virtual worlds.”

It is also seeking to offer in the Metaverse services such as “online, non-downloadable virtual cosmetics and makeup, cosmetic and makeup accessories, hair care preparations, hair coloring preparations, hair styling preparations, hair care accessories, hair coloring accessories, hair styling accessories, skincare preparations, skincare accessories, soaps, perfumes and personal fragrances for use in virtual environments”

Launched in 2017, Fenty Beauty has a global presence with 1,600 stores in 17 countries.

This Metaverse move by Fenty comes at a time when Rihanna is reportedly eyeing an IPO for her lingerie business Savage X Fenty at an estimated $3 billion value.

In January, Savage X Fenty raised $125 million in a funding round, elevating its reported total funds to $310 million since launching in 2018.

Fenty isn’t the only brand rushing to the Metaverse. Energy giant Chevron recently filed Metaverse-related trademark applications with the U.S. Patent & Trademark Office. Fast-food chain McDonald’s, retail giant Walmart and lingerie brand Victoria’s Secret have recently filed similar trademark applications.

HSBC bank, which has $3 trillion in assets, is the first global bank to enter the Metaverse Sandbox. “The Sandbox” is a blockchain-based mobile game that allows users to create their own nonlinear gameplay. HSBC intends to purchase a plot of land in the Sandbox where it will engage with sports, e-sports and gaming lovers.

And, in January, the Sandbox and Warner Music Group entered into a partnership to establish a musical theme park and concert venue within the game Metaverse, MetaCrunch reported.

Read: “Why Tech Evangelists Think Black Entrepreneurs Could Profit Handsomely From The Metaverse”

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