Beauty In The Metaverse: Top Companies Move To Fence Off IP With Eyes On Seminal Court Cases

The world’s biggest cosmetics companies are filing trademark applications to compete and protect their brands in the metaverse, an online mirror of the real world that is still largely imaginary but which Facebook, now Meta Platforms, is committed to building in its next chapter.

Major cosmetics companies are filing trademark applications to cover virtual representations of their brands after Facebook announced its vision for the “metaverse,” a three-dimensional virtual reality where users interact using digital avatars.

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