At the end of last month, Bobbi Brown Cosmetics, a giant in the beauty industry, filed a metaverse trademark application for virtual cosmetics to the United States Patent and Trademark Office (USPTO).

Filed on March 31st this year, the US metaverse trademark application features info showing that the cosmetics brand plans to introduce downloadable images of cosmetics that can be used in online worlds, as well as plans to offer entertainment services that primarily include online virtual cosmetics that can be used in the metaverse “for entertainment purposes.”

The application was dug out by USPTO licensed trademark attorney Mike Kondoudis, who shared it via a Twitter post where he also mentioned that other beauty companies that include Sephora, Ulta and Maybelline also filed similar trademarks last year.

Other than cosmetics brands filling trademarks, we’ve also recently had Clinique release a virtual retail experience in the metaverse called The Clinique Lab this month, a gamified Web3 experience featuring a museum to showcase the history of the company, a skin school, the option to buy various featured products and more.

Aside from companies from the makeup industry reserving their spots in the metaverse, there also have been companies from other industries chiming in as well, such as US chewing gum company Wrigley, who filed an NFT and metaverse trademark application for ‘Juicyverse’.