e.l.f. becomes 'first beauty brand to test real-world commerce' on Roblox



e.l.f. becomes first beauty brand to test real world commerce on

In partnership with Walmart and Roblox, e.l.f. has launched an industry first and become the “first beauty brand to test real-world commerce” on the gaming platform, as detailed in a company press release. The collaboration features “a virtual kiosk within its immersive e.l.f. UP! experience on Roblox, where U.S. visitors aged 13 and up can purchase a Roblox-exclusive limited-edition physical product — an e.l.f. UP! Pets Hoodie, celebrating the brand’s commitment to being cruelty free and featuring one of the beloved virtual pets from the experience,” the press release details.

A virtual playground for beauty enthusiasts 

As previously reported​ by CosmeticsDesign, e.l.f. first launched its e.l.f. UP! experience in November of last year on the online gaming platform Roblox. e.l.f. UP! is designed to enable user exploration of digital startups inspired by currently available e.l.f. products like the virtual recording studio and karaoke Big Mood, extreme climbing gym Power Grip, and underwater sea life animal rescue Holy Hydration!

Since the launch, e.l.f. UP! has amassed a 96% positivity rating on Roblox, the press release reported, and “and has given over one million free virtual items to Roblox users — making it one of the biggest providers of free limited-edition virtual items on the platform.” About the initiative’s success so far, Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty shared in a press statement that “e.l.f. UP! has been lightning in a bottle since day one and continues to surpass all expectations, especially among our Gen Z community.”



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