L’Oreal Paris has launched a NFT series to celebrate women as it debuts into a new lipstick product line. With this the brand aims to change the balance and equity for women in the world of cryptocurrency.

As per ArtTactic, a market research firm, women account for only 16% of all NFT sales in the last 21 months. L’Oreal Paris has always been involved with women empowerment and sees this as an opportunity to bring more women into cryptocurrency. Thus, it asked five female artists to create digital artwork in the shades of red for its new Reds of Worth by Colour Riche range.

This initiative will bring to the fore global talent and add to its philanthropic project “Women of Worth”. This will get a part of “secondary market” sales from the NFTs.