Generation 3, being built: a round white-brick room with arched shelves for body care and hair care, a cashier counter at the right and the city skyline in a ring of windows.

Generation 3, in build.

Opening soon

The Verse, so far

Where it began

The doors, 2020 to 2026, in a short narrated film with captions: the first generation (the first virtual store, 2020, then the virtual Studio, 2021), the second generation (the Verse, shown with footage from the 2023 Verse demo), and the third generation, being built.
Read the film as text

Generation one, 2020. When the world closed its doors, we opened one you could walk through from anywhere. A beauty store built around you, not around what a shelf could hold. That is where your world began.

Generation two, 2023, the Verse. You should never have to sort through everything. So we sorted first, into quiet galleries of only the right things, every brand chosen against one standard. You decide for yourself, with nothing in the way but what is worth your time.

That is the Verse. A beauty store you could walk through in virtual reality, on Meta, iPhone and Android. You could meet a friend inside and shop together, with Amara, your beauty guide, beside you.

The third generation, 2026, being built. Everything we always pictured for you can finally be built. We are rebuilding the whole world from the ground up, AI native and made for the web, so it knows you from your very first moment and belongs to you.

The doors will open. When they do, you step inside your own beauty world, personal, curated, and yours. Until then, thank you for being here at the beginning. Your beauty, your world.

  1. 2020 to 2021 · The first generation

    2020 to 2021

    The first generation

    Beautyque NYC opened in 2020 as a 3D virtual beauty store, designed with an architect and navigable on any screen. It launched online with 16 independent brands. Retail TouchPoints called it the first 3D virtual beauty store.

  2. The second generation, the Beautyque Verse app, from the demo: a shopper's avatar faces a wall of arched shelves with brand logos and products, between two white statues, with the on-screen joystick controls.
    2023 · The second generation · The Beautyque Verse

    2023

    The Beautyque Verse

    In May 2023 the store was redrawn with the architect. On December 5, 2023 the Verse app had its soft launch, for Oculus, iOS and Android.

    Watch the full 2023 demo The Verse is not open to the public today.

  3. The third generation, a capture from the store being built: a round white-brick room with arched shelves for body care and hair care, windows onto the city and shelf labels for brands.
    2026 · The third generation · Being built, not open

    2026

    The third generation, in build

    The third generation of the 3D store is being built now. It is not open to the public yet.

What we are building

Behind the doors, a store you walk into.

This is the story of our 3D store and where it is going. It is being built now, to exceed everything Beautyque has built before, and it is not open yet. The shop is open today.

Shop while we build

  • A store you walk into

    The walkable version of the store the press once called a first. You step in from your browser and move through it, on desktop, mobile, or headset, the way you would a store in SoHo.

  • The people, not only the products

    The people are the point. You will see other shoppers, and meet a brand's own advisor, its people or its AI behind an avatar, serving you inside the store the way it would in real life.

  • Try it, and know if it is for you

    Color you can try on. Skin you can have read. Guidance from an AI that knows your history, so what fits you is brought to you instead of you digging through a wall of products.

  • One experience, to the last step

    One continuous space, with checkout kept as close to frictionless as we can make it, so nothing breaks the moment you decide.

We will open it when it is ready, and not a day before. For now, the shop is open, and so is the story of how we got here.