The trademark applications, which was reportedly filed through Roraj Trade LLC, includes « downloadable virtual goods comprising cosmetics, makeup and hair accessories » for use in online virtual worlds, retail stores, online environments, NFTs (non-fungible tokens) and digital media.
According to the filing, the company is also planning to offer « online, non-downloadable virtual goods » in the metaverse such as hair care preparations, skincare accessories, digital art and photographs for use in virtual environments.
Fenty’s venture into the metaverse comes at a time when Rihanna is reportedly eyeing an IPO for her lingerie business Savage X Fenty at an estimated £2.3 billion ($3 billion) value.
Additionally, the trademark further includes non-downloadable virtual goods, such as digital art and photographs, and other digital tokens based on blockchain technology.
The billionaire’s filing follows a string of similar trademarks established by high-end beauty brands, including the L’Oréal group, which filed 17 trademark applications in the NFT and metaverse categories.