E.l.f. Beauty takes its partnership with Roblox to the next level! They’re the first beauty brand to test buying real makeup products directly within the Roblox world.

In a statement, the beauty brand expressed that this step aligns with its mission to deliver top-tier beauty products to every eye, lip, and face while maintaining active engagement with its “vibrant and expanding Roblox community, which has amassed over 12 million total visits and continues to grow.”

Partnering with Walmart, E.l.f. Beauty has launched a virtual kiosk within their Roblox experience, E.l.f. Up! This exclusive shop allows US players aged 13 and up to purchase a limited-edition, physical E.l.f. Up! Pets Hoodie is a tribute to the brand’s cruelty-free practices.

Additionally, the beauty brand is contributing $50,000 to the Humane Society of the United States.

Beyond the limited-edition hoodie, the virtual kiosk offers a selection of other e.l.f. vegan and cruelty-free products, including lip and SPF options.

As a bonus, users who purchase any physical item through the kiosk will receive a corresponding “virtual twin” digital item for their Roblox avatar.

Roblox E.l.f. Beauty

Kory Marchisotto, Chief Marketing Officer at E.l.f. Beauty commented, “E.l.f. Up! has been a phenomenon since day one and continues to exceed all expectations, particularly within our Gen Z community.”

We’re taking the next step in bringing beauty to the digital world by testing commerce on Roblox! We’re excited to teach the Roblox community and others in virtual spaces about a new way to shop that makes a difference. Our cruelty-free commitment is a big part of what makes us unique, and the E.l.f. Up! Pet Adoption Center showed us just how much it matters. This experience is shaping how we approach social commerce in these immersive platforms.

Since its launch in November 2023, the E.l.f. Up! experience has garnered a 96% positivity rating and distributed over one million free virtual items, establishing E.l.f. as one of the leading providers of limited-edition virtual items on Roblox.

Stephanie Latham, Vice President of Global Brand Partnerships at Roblox, remarked, “E.l.f. continues to innovate on Roblox with its thoughtful enhancements to the community experience and exclusive offerings designed specifically for our platform.”

“We’re still in the early stages of testing commerce on Roblox, and we’re thrilled to continue advancing alongside brands like E.l.f. in shaping the future of shopping to be immersive, 3D, and social. Our vision is to empower brands and creators to transform their strong brand affinity and user engagement on the platform into a seamless shopping experience for both new and existing audiences.

The future of shopping on Roblox will allow brands to deeply engage communities in their narratives — enabling customers to seamlessly complete their journey with a purchase while socializing with friends.”

As E.l.f. Beauty pioneers new frontiers in virtual commerce on Roblox. The collaboration signifies a bold step towards integrating immersive experiences with real-world shopping.

With a commitment to innovation and community engagement, E.l.f. continues to redefine the beauty industry’s digital landscape, promising exciting developments ahead in this dynamic intersection of gaming and retail.

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