Sephora Universe Beta Debuts At NFT Paris

Sephora Universe—built on the Polygon blockchain in collaboration with Teddy Pahagbia’s BLVCK PiXEL consulting agency—is expected to enhance the online beauty experience for customers around the world and to provide an immersive online shopping experience that deepens customer loyalty. Drawing inspiration from popular gaming platforms such as Roblox and Zepeto, users can explore the virtual world, create personalized avatars, engage in interactive activities, and earn exclusive rewards and collectibles.

The launch of Sephora Universe includes participation from prestigious brand partners like Guerlain, Givenchy, and Make Up For Ever. Right now, Sephora Universe is in beta; it is only available to European users, and access is granted on an invitation-only basis.

“Our job is to always look for fun and meaningful experiences so we had this in mind across the entire project,” said Benoist. “Is it fun, does it add value and is it going to be something that is exciting and delightful?”

Sephora is looking to position itself at the forefront of technological innovation within the beauty industry, where online shopping is not just transactional but a dynamic, enjoyable, and value-adding experience that redefines how consumers interact with beauty brands. This concept is the brand’s biggest move in blockchain since incorporating NFTs and the metaverse into its annual Sephora event in 2022 and 2023.