Beauty influencers are getting into NFTs to make them more accessible to young women. According to research from Art Tactic, female artists account for just 5% of all NFT art sales, and YPulse research shows young females are less likely than males to invest in cryptocurrency. Understanding this gender gap, influencers and celebrities have started promoting NFTs created by women (the World of Women collective is one of the most popular), while NFT companies have started working with beauty influencers to help young women understand the crypto-art currency. Huda Beauty founder Huda Kattan is one of the most prominent beauty influencers who collects NFTs and uses her YouTube and Instagram channels to discuss how they can be a tool for female financial empowerment. NFT marketers have started going after beauty influencers like Kattan who are already talking about the space on their social channels to create sponsored posts in the same way they do for beauty brands. NFT company Afterparty also hosts NFT minting parties with female celebrities and influencers to make the space feel less like a boys club for potential female collectors. Meanwhile, beauty brands including E.l.f. Cosmetics, Valdé Beauty, and NARS have launched their own NFTs to reach young females. (Glossy, Bloomberg)
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