NYX Professional Makeup is launching an online beauty “incubator” in the form of a DAO called GORJS, as well as 1,000 Ethereum NFTs called the “FKWME Pass,” the L'Oréal-owned brand announced Thursday.

GORJS, pronounced “gorgeous,” aims to set a precedent for “what beauty will be in the metaverse, and lead the cultural conversation as it relates to the values of diversity, inclusivity, and accessibility,” according to the DAO’s litepaper, or technical explanation.

The DAO was first announced last June, but it’s finally launching in the near future with the same vision intact. The FKWME NFT passes will be released to the public on February 1, with a price of 0.19 ETH—about $290 each at present.

In a statement, NYX Global Brand President Yann Joffredo said GORJS was created to shine a light on “3D creators” and give them “a path to success within the Web3 ecosystem.”