Background: Globally, the coronavirus disease-19 (COVID-19) is an incomplete homework task. The society has transitioned into a non-face-to-face society due to COVID-19. Thus, research was conducted focusing on a new market in the cosmetic market using non-fungible token (NFT) in the metaverse era, a virtual world that is starting anew.
Purpose: This study is an empirical analysis focused on introducing the new start of luxury cosmetics brands using the metaverse world to good consumption using NFT.
Method: These data were reviewed to identify agreement between each section and unique guiding areas. The 39 papers were finally considered appropriate for evaluating the research objectives as follows in relation to the search criteria. This can be done through the PRISMA flow diagram to determine how many records were identified, included, and excluded.
Result: Good consumption in the future beauty market is vital, following COVID-19. Therefore, this narrative review article concluded that, only good, irreplaceable brands that utilize NFT fitting the luxury brand strategy and consuming good money will survive when the metaverse cosmetic era opened.
Conclusion: By identifying new changes in the global metaverse world and cosmetics market using NFT, this study can be used as an important marketing material in the metaverse cosmetics market.
Keywords: COVID-19; NFT; cosmetics; good brands; metaverse.
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