Key Takeaways:
The kaleidoscope of beauty gaming is inundated with innovation. From Roblox to Fortnite, Twitch, and more, the modern age presents consumers with numerous opportunities to reinvent themselves in the virtual realm, as conglomerates and brands leverage these platforms like digital billboards.
GWI reports that 39% of beauty fans also play video games, making them eager to customize their avatars with the latest products from big brands, including Kiehl’s, Sol de Janeiro, and Fenty, among other viral names.
However, as most of today's popular beauty-infused gaming moments encourage the inclusion of cosmetics in a virtual fantasy world, a gap is left in the market for a gaming space that positions beauty at its forefront in a real-life-focused manner, for the mature consumer. Drest—founded by Lucy Yeomans, former Editor-in-Chief of Net-A-Porter and Harper’s BAZAAR, bridges this gap, merging the creative worlds of luxury fashion, beauty, and lifestyle with the endless possibilities of the metaverse.
BeautyMatter caught up with Yeomans to discuss Drest’s recent breakthroughs, including its relaunch as Drest 2.0, and its latest venture into beauty in collaboration with hair stylist Josh Wood.
Debuting Democratization
Drest launched in late 2019 as “the world’s first interactive luxury styling game,” built in partnership with investor and tech entrepreneur Graham Edwards. Featuring licensing deals with iconic brands including Burberry, Gucci, Prada, and Valentino, gamers complete styling challenges based on real-life fashion and beauty collections—sharing their creations among peers to compete for the crown.
Since its founding days, Yeomans positioned Drest as a platform to democratize high-fashion and beauty education. “The goal of Drest has always been very different from other gaming platforms,” she said. “Drest is about bringing the real world of fashion and beauty into users' lives, rather than bringing fashion and beauty into a virtual fantasy area.”
Yeomans recalled her time as Editor-in-Chief, when brands would ask for her guidance on the next big thing for fashion and beauty’s upcoming generation (today’s older Gen Z and younger millennial bracket of 25-35). “That’s when it struck me that people don’t want to just listen and take in content; they want to be part of it.”
Drest infuses sophistication into its gameplay, allowing users from any background to indulge in fashion and beauty’s elite. “Drest is like an engine to a fabulous car that allows people to come and experiment with progress in the world of high fashion. It takes away the nervousness of walking into a store to interact with a £10,000 ($13,455) Oscar de la Renta dress and puts it into the hands of the gamer.”
Yeomans’ vision for Drest came to life almost instantly after launch, as users flocked to the app to immerse themselves in the innovative world. After four successful start-up years, in 2023, Drest entered a new phase of acceleration, appointing Henri Holm, a seasoned executive with gaming and web3 expertise, as Chief Financial Officer to guide financial strategy and digital expansion. In June of that year, Drest secured a £15 million ($17.4 million) funding round led by the family office of co-founder Edwards, bringing total funding to around £30 million ($40 million) since inception.
By this point, Drest had achieved 250% year-over-year (YoY) user growth, partnered with over 260 luxury brands, and reported £72.5 million ($92 million) in 2022 revenue, solidifying its position in the booming gaming market. The capital fueled the development of Drest 2.0, an evolution of the app supported by R&D.
Leveling up Luxe
Yeomans described Drest 2.0—which launched in November 2024—as a “second bite at the cherry” that “takes on the learning of the initial game.” The relaunch incorporated feedback from Drest brand partners and loyal users to introduce upgrades, notably the app's transition into a “fusion of gaming and publishing.”
Drest 2.0 doubles down on Yeomans’ desire to bring the real world of fashion and beauty to gamers. “Drest audiences are absolutely motivated by creativity, self-expression, and getting close to the brands that they love, so we made that happen,” she explained.
The app plays on editorial styles by integrating storytelling modes, curation, and the visual polish of a high-end fashion magazine and embedding it into gameplay. “There's enough fantasy in fashion and beauty without having to make stuff up,” Yeomans added. “All the stories that we run on the news feed are inspired by what's happening in the world.”
To elevate the feeling of real-world relatability, the app is designed to the highest caliber. “Drest 2.0 is incredibly sophisticated. We pride ourselves on making sure that imagery is as good as traditional magazine imagery,” she added. This extends to beauty gameplay, which encourages practical creativity. Users can experiment with products in unexpected, real-life-inspired ways, such as repurposing a lipstick as an eyeliner.
Further fusing real life into Drest, 2.0 includes click-through links to brands' external websites to encourage engagement and purchases. The inspiration for this feature came as a result of the original game’s Beauty Mode, where 80% of users who interacted with Gucci Beauty through challenges wanted to make a purchase, and a further 92% went on to engage externally with the brand.
Enter Josh Wood
Homing in on hair, Drest 2.0 is committed to the finer details of beauty. “Hair and beauty are fundamental to the way we dress,” said Yeomans, “They’re not just an accessory; they’re as essential to the overall aesthetic as the clothes themselves.”
Ushering a new era for Drest, where virtual styling and product discovery converge, Yeomans took on long-time friend, hair stylist Wood, and his brand Josh Wood Colour. Wood had previously worked with Yeomans to design hairstyles for Drest’s original avatars and is now on board as an official brand partner.
For the first time, Drest users can play with Josh Wood Colour’s award-winning Gloss Treatments to refresh, revitalize, and enhance a diverse range of model avatar hairstyles—experimenting with hues, dimension, shine, and sparkle across various textures, lengths, and tones.
“Some of the first shoots and shows I ever worked on gave me the freedom to unlock my creativity and express my vision. I’m beyond excited to bring that same passion to Drest,” said Wood in a company press release. “For me, Drest takes fashion and beauty innovation to a whole new level, and I’m incredibly proud to be part of this partnership.”
In a platform-first approach, the real-life product is featured prominently in gameplay, letting users discover and explore its effects visually and interactively before ever picking it up in store or online—the ultimate try before you buy. Then, should they wish, as they had wanted to with Gucci Beauty, users can click through to purchase a product—a direct response altering gameplay based on consumer experience.
Yeomans explained that the Wood partnership was a vision she always had for Drest. “I wanted Drest to be a space that could support my peers in the industry. If a magazine is celebrating a big anniversary, or someone’s launching a product or wishes to promote an existing line, I want to have their back.”
Yeomans’ time in the industry positions Drest at an advantage over other gaming platforms. “Because of the access and relationships we have, we're able to go to the very best people in the industry and do everything to the highest level,” the founder said, recalling a time when hair stylist Sam McKnight was able to design Kate Moss-inspired hairstyles for avatars based on his years of experience styling the models hair in real life.
Redefining Beauty Gaming
Through Drest 2.0, Yeomans and team have built more than a game; they've built a high-gloss, editorially charged playground where luxury beauty and fashion aren’t just worn—they’re a lived experience. In a market largely chasing Gen A with cartoonish avatars and fantasy cosmetics, Drest outlines a sophisticated angle for adult gamers hungry for refined aesthetics and authentic real-world beauty experiences.
By fusing shoppable products, pro-level techniques, and industry veterans like Wood—with McKnight teased as the next official partner—the platform is rewriting the rule book on beauty gaming. For the next generation of style-savvy players, Drest isn’t just a place to play—it's where beauty gets real.
