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Sarah Ahssen Translated by
Nicola Mira Published
October 25, 2025
US social media giant Meta, owner of Facebook, Instagram and WhatsApp has joined forces with another corporate giant, L’Oréal, to launch a start-up incubator programme focused on creativity in the metaverse. The programme, hosted by the Station F start-up campus in Paris, is also supported by the incubator programme run by the HEC Paris business school.
The goal is to support emerging French companies working on building creative and inclusive metaverse and Web3 environments. Applications are open until November 20, and five start-ups will be selected and mentored from January to June 2025. The companies chosen must be working in the fields of 3D graphics and printing, augmented reality technology and avatar design.
The incubator programme will include a series of lectures held at Station F. Meta’s AI researchers and experts from L’Oréal will also be mentoring the programme participants.
“Creatives are at the heart of the metaverse. This programme aims to support and strengthen the ecosystem that will build [the metaverse], paving the way to moving beyond storytelling towards branded storyliving, in line with our values of inclusivity, diversity and sustainability,” said Asmita Dubey, chief digital & marketing officer at the L’Oréal group.
In February, L’Oréal USA registered several of its brand names as trademarks in the NFT and metaverse categories. The registrations relate to 16 of the group’s brands, among them skincare brand Kiehl’s, make-up brands Maybelline, Urban Decay and It Cosmetics, and nail varnish brand Essie.