E.l.f. Beauty will sell real-life makeup products that users can buy virtually on Roblox. The cosmetics company has drawn 12 million total visits on Roblox through its "e.l.f. UP!" program. In ...

e.l.f. Cosmetics is applying a new layer of innovation to its Roblox experience, adding real-world commerce powered by Walmart. Starting today, beauty gurus can visit the e.l.f. UP! experience’s ...

e.l.f. Cosmetics’ Roblox experience is inspired by the brand’s flagship products. “Our community has been asking for us to be on Roblox,” said Kory Marchisotto, chief marketing officer of ...

E.l.f. has created a virtual kiosk within its immersive E.l.f. UP! Experience on the Roblox platform where U.S. consumers aged 13 and up can purchase a Roblox-exclusive limited-edition physical ...

e.l.f. Cosmetics and e.l.f. SKIN have launched a new one-of-a-kind experience, e.l.f. UP!, on Roblox, a global immersive platform for communication an ...

e.l.f. Beauty is testing real-world commerce on Roblox with support from Walmart. This initiative offers a limited-edition e.l.f. UP! Pets Hoodie.

Already this year, Roblox has tested shopping with brands like E.l.f. Cosmetics, Fandango, Walmart and Warner Bros., allowing players aged 13 or older to discover — and order — physical products.

Dive Insight: E.l.f. is upping its bets on Roblox by layering real-world commerce capabilities into its E.l.f. Up! experience, a move that the marketer asserts is the first of its kind among beauty ...

Brands keep betting on Roblox. New York City-based E.l.f. Cosmetics announced it will test real-world commerce on the video game platform Roblox, becoming the first beauty brand to do so. Products ...

OAKLAND, Calif., April 24, 2025--e.l.f. Beauty (NYSE: ELF) is making history as the first-ever beauty brand to launch a financial literacy game on Roblox. This experience is specifically designed ...

E.l.f. is upping its bets on Roblox by layering real-world commerce capabilities into its E.l.f. Up! experience, a move that the marketer asserts is the first of its kind among beauty brands.