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Urban Decay and Ulta Beauty dazzle the metaverse with a Roblox makeover party

Urban Decay, the renowned cosmetics brand, is bringing beauty to the virtual world in spectacular fashion. In a bold move to inspire the next generation of beauty creators, Urban Decay has launched 18 stunning virtual makeup looks on Roblox, the immersive metaverse platform that boasts a community of over 65 million users. This exciting collaboration invites users of all ages to explore their creativity and unleash their inner makeup artist in the metaverse.

But that's not all. Urban Decay's 3D avatar wearables are also available in real life. This limited-edition collection features nine looks designed by leading beauty influencers such as Manny Gutierrez, Leilani Green and Emmy Combs. Each wearable device offers the brand's most acclaimed products, such as the 24/7 Glide-On waterproof eyeliner, the dazzling 24/7 Moondust eyeshadows and the groundbreaking 24/7 Inks liquid eyeliner.

To mark this exciting launch, Urban Decay has partnered with another major makeup brand, Ulta Beauty, to host the first-ever makeup launch party in the Roblox metaverse, dubbed the Urban Decay Eye-Con! The Ultaverse, Ulta Beauty's stunning virtual world within Roblox, will be the perfect setting for this celebration. Participants will have the opportunity to express themselves freely and give their avatars a stunning new look in the Urban Decay pop-up store.

At Urban Decay Eye-Con, attendees will be able to parade their new makeup looks on a virtual runway, take stunning selfies, enjoy makeup tutorials, participate in beauty trivia games and party alongside the three beauty influencers. This not-to-be-missed event will take place from May 13 to June 12.

This isn't the first time Urban Decay has ventured into the world of Roblox. In 2022, the cosmetics brand partnered with the iconic Paris Hilton to create Cryptoween, an immersive Halloween event that featured virtual costumes, DJ sets and special celebrity appearances. Following last year's success, Urban Decay president Eva Erdmann said the Paris Hilton x Cryptoween collaboration demonstrated the potential of the metaverse for beauty creators. Now, with Urban Decay Eye-Con, Erdmann promises to push the boundaries even further with vibrant colors, innovative creativity and customized looks that will leave everyone dazzled.

Get ready to immerse yourself in a virtual world where beauty and creativity merge in a whirlwind of style and glamour. Urban Decay and Ulta Beauty are redefining the way we experience makeup, opening new doors to a metaverse full of infinite possibilities - don't miss out!

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