There’s been a growing number of collaborations between the gaming world and the beauty/fashion industry.
OPI teamed up with Xbox to release nail polish inspired by Halo and other Game Pass titles, complete with matching controllers. Gucci dropped a $10,000 Xbox Series X. Revolution Beauty launcheda Fortnite beauty line. Louis Vuitton designed digital clothes for League of Legends characters.
On the surface, these partnerships feel like playful nods to gaming culture wrapped in glossy branding. Beneath that, there’s an ulterior motive.
The New “Luxury” Audience
Gaming isn’t a niche anymore. It’s massive and diverse. Millions of players, especially Gen Z and women, see games as safe spaces where they can be themselves.
Luxury fashion and beauty brands are facing hard times. After years of growth during the COVID-19 pandemic, revenue is expected to dip by as much as 5 percent this year. Consumers are tightening their wallets.
Meanwhile, gamers can spend hundreds on skins, emotes, characters, and collector’s editions. It’s not hard to see the logic. If gamers are willing to spend so much money on skins or a mount, why not a branded lipstick or a limited-edition controller?
Crossovers like the OPI or Gucci collabs feel like a goldmine. Beauty and fashion brands get access to a new global audience. Gamers get flashy exclusives. It’s a win-win until you look closer.
Selling Fantasy vs. Selling Out
Are these products just expensive gimmicks that take advantage of gamers’ enthusiasm?
Gamers tend to buy first and ask questions later. Brands know this. These collabs automatically create a lot of buzz. Even if these products receive criticism, it’s not enough to convince everyone to refrain from buying.
Yet, when a collaboration feels like a mismatch, gamers will make their opinions loud and clear. It can damage credibility, something Valkyrae learned the hard way with her RFLCT skincare line.
That said, there is something exciting about seeing style and gaming collide. For some people, they would love to own Halo-themed nail polish. Owning skins made by their favorite designer can be seen as a compromise if they can’t afford the real thing. When done right, these partnerships can be great. A bridge between digital and physical worlds.
At the same time, it’s not like these brands are collaborating with gaming companies out of genuine love for the industry. They’re doing it because gamers spend money, sometimes impulsively.Gamers want to be treated with respect. If the beauty and fashion industries want to be a part of this world they need to earn their spot. If what they have to offer is just a cheap cash grab, then everyone loses.
