GABAR takes the lead as fragrance ventures into the Metaverse

Our universal dream of being able to smell things through the TV screen (“smell-o-vision”, as it’s known) might still be long in the distance, but that hasn’t stopped GABAR, the London-based fragrance brand founded by Phway Su Aye and Susan Wai Hnin, from opening an entirely digital store in the Metaverse. You’re probably wondering: “how do you experience fragrances in the Metaverse?” Here’s how.

GABAR, meaning “world” in its heritage language of Burmese (spoken in Myanmar where the brand was founded, and where 10% of its annual profits are donated to, in support of local economic development and education), describes itself as a scent and beauty brand tailored to the next generation of creatives and change makers. Whilst relatively new to the industry, having been founded only in October 2021, GABAR is already pushing the boundaries, bridging the physical and digital gap within beauty that so few brands have been able to traverse.

Before even conceptualising its Metaverse store, GABAR had already evidenced its dedication to the future of beauty via tech in a 2022 collaboration with London-based digital fashion House, Auro Boros for Metaverse Fashion Week. So now, working alongside the digital platform provider ONEWAYX, GABAR’s project to create an immersive showroom within the Metaverse is only a natural progression on a road that the brand had already ventured down.