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    • .makeup

    Generic top-level domainsIDNDNSSEC

    Overview

    .makeup is a generic top-level domain (gTLD) delegated to the DNS root as part of ICANN's New gTLD Program. The string is intended to serve a namespace focused on cosmetics, beauty products, makeup and related information. The registry is operated by L'Oréal with back-end services provided by Verisign.

    History

    • Delegated to the Root Zone on 15 January 2016 under ICANN's New gTLD Program.
    • Registry operator: L'Oréal.
    • Back-end registry services: Verisign.
    • During the application process the proposal received a GAC Early Warning from Australia (GAC Chair Heather Dryden) expressing concern that exclusive control of a common generic string could have negative competitive effects.

    Usage and Audience

    • Intended audience: individuals and organizations whose primary focus is beauty products, cosmetics, makeup and fashion.
    • Initial usage envisioned to include L'Oréal brands and its existing Makeup.com community, plus business units, affiliates, partners and select licensees.
    • L'Oréal anticipated a limited rollout and expected fewer than 10,000 registrations in the first three years of operation.

    Registration Rules

    • L'Oréal did not apply for a formal community designation under ICANN criteria but intends to operate .makeup with restrictive membership criteria established by the company.
    • Key policy intentions described by the applicant:
      • A narrow, hierarchical and intuitive namespace focused on makeup and beauty.
      • No proxy registrations; registrant identity and contact information to be verifiable based on preexisting relationships where applicable.
      • Use of L'Oréal's Code of Business Ethics as a model for membership criteria and registrant eligibility.
    • Planned phased rollout (as stated in the application):
      • Stage One: L'Oréal to register a limited set of generic and geographic second-level names to build and test the namespace.
      • Stage Two: After testing, registration would be opened to L'Oréal business units, affiliated parties and select licensees/partners holding prior commercial or membership agreements with L'Oréal.
      • Stage Three: Potential future expansion to a broader class of registrants contingent on market analysis and phased assessment (likely after five years); any expansion subject to controls such as a throttle/time-out mechanism.
    • Intended policy goals: establish a trusted online source, minimize defensive registrations and speculation, and enhance rights protection mechanisms.

    SEO and Brand Impact

    • Positioning: L'Oréal intended .makeup to be viewed as a trusted namespace for makeup and beauty information and as a secure repository for goods and services related to cosmetics.
    • Brand association: the TLD leverages L'Oréal's corporate brand and the existing Makeup.com community to signal authority in the beauty sector.
    • Risk considerations: the GAC Early Warning reflected government-level concern that exclusive control of a generic industry term could affect competition; this is a noted factor in public policy discussions about the TLD.

    Operator

    XYZ.COM LLC

    Whois

    % IANA WHOIS server
% for more information on IANA, visit http://www.iana.org
% This query returned 1 object

domain:       MAKEUP

organisation: XYZ.COM LLC
address:      4425 Spring Mountain Rd., Suite 2
address:      Las Vegas NV 89102
address:      United States of America (the)

contact:      administrative
name:         General Counsel
organisation: XYZ.COM LLC
address:      4425 Spring Mountain Rd., Suite 2
address:      Las Vegas NV 89102
address:      United States of America (the)
phone:        +1 702 757 6555
e-mail:       hello@xyz.com

contact:      technical
name:         CTO
organisation: CentralNic
address:      Saddlers House, 4th Floor
address:      44 Gutter Lane
address:      London EC2V 6BR
address:      United Kingdom of Great Britain and Northern Ireland (the)
phone:        +44 20 33 88 0600
fax-no:       +44 20 33 88 0601
e-mail:       tld.ops@centralnic.com

nserver:      A.NIC.MAKEUP 194.169.218.116 2001:67c:13cc:0:0:0:1:116
nserver:      B.NIC.MAKEUP 185.24.64.116 2a04:2b00:13cc:0:0:0:1:116
nserver:      C.NIC.MAKEUP 212.18.248.116 2a04:2b00:13ee:0:0:0:0:116
nserver:      D.NIC.MAKEUP 212.18.249.116 2a04:2b00:13ff:0:0:0:0:116
ds-rdata:     49310 8 2 335d21fa55d5e1e94ad51a0cd89e8bef3f034c5f842c2ad0a305abedb2603257
ds-rdata:     34334 8 2 17b774be41d73e0e533db43f9ca06113284d7454cb3744726d09c46676d4532b

whois:        whois.nic.makeup

status:       ACTIVE
remarks:      Registration information: https://nic.makeup/

created:      2015-12-23
changed:      2025-08-12
source:       IANA

    Registrars