Drest takes deeper dive into beauty in Josh Wood gaming and product link-up

Luxury fashion gaming app Drest is adding to its beauty offer in a link-up with celebrity hair colourist Josh Wood and “his cult-favourite at-home hair colour brand, Josh Wood Colour”. The deal also includes the ability to buy real-world physical product.

Wood has worked with Drest before, earlier this decade, but this is the first full-on hair-focused partnership for the gaming app, “ushering in a new era where virtual styling, editorial storytelling, and real-world product discovery and purchase converge”.

So Drest users are now able to “play with Josh Wood Colour’s award-winning Gloss Treatments to refresh, revitalise and enhance a diverse range of model avatar hairstyles — experimenting with hues, dimension, shine and sparkle across various textures, lengths and tones”. 

Very important, in a platform-first, real-life product is featured prominently in the gameplay, “letting users discover and explore its effects visually and interactively before ever picking it up in store or online”. They can then click through to purchase the products.

The company said that hair “has been largely under-leveraged in gaming” up to now. 

And founder/co-CEO Lucy Yeomans added: “Our users are deeply invested in beauty and instinctively understand the transformative power of hair — just like in the real world. Think of Lara Croft’s iconic braid or Bayonetta’s weaponised waves — hair isn’t an afterthought; it’s a defining part of a character’s identity. It’s no surprise that branded hair colour has consistently topped our users’ wish lists, which is why I’m so excited to see how our partnership with Josh Wood — one of the world’s leading colourists — resonates with our community.”