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20 January 20231 minute read

DLA Piper advises L’Oreal USA and NYX Professional Makeup in the formation and launch of GORJS, the world's first beauty DAO

DLA Piper represented L’Oreal USA and NYX Professional Makeup, in connection with the launching of GORJS, the world's first beauty decentralized autonomous organization ("DAO") focused on fostering the development of the 3D artist community.

In connection with the launch, GORJS will be issuing a limited collection of one thousand FKME NFTs that will unlock perks and governance rights for holders of the non-fungible token. Developed on the Ethereum blockchain, GORJS serves as a decentralized incubator for the next generation of digital creators.

“GORJS underscores the potential for DAOs to disrupt the ways in which brands, artists, and consumers interact and collaborate. We are pleased to have advised on such an important project that promises to connect a new generation of creators and fans,” said James Williams, the DLA Piper partner who led the deal team.

In addition to Williams (Los Angeles), the DLA Piper team representing L’Oreal included partners Eric Forni (Boston) and Tom Geraghty (Chicago); of counsel Deanna Reitman (Houston); and associates Lea Lurquin (San Francisco) and Mei Jin (Los Angeles).