E.l.f.’s first Roblox experience responds to a perceived entrepreneurial streak in Gen Z, seeking to imbue the cohort with the skills needed to succeed in a changing economy. The announcement ...

Andrew Kessel was a breaking news writer for Investopedia until October 2025. He previously covered markets for Proactive Investors, with a focus on small-cap stocks in fintech, healthcare, mining, ...

Join our daily and weekly newsletters for the latest updates and exclusive content on industry-leading AI coverage. Learn More e.l.f. Beauty is launching a Roblox game, e.l.f. UP!, to help Gen Z and ...

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, ...

Forbes contributors publish independent expert analyses and insights. I cover luxury beauty, fashion and innovation from Paris and London. The e.l.f. UP! experience on Roblox is gamifying the ...

E.l.f. Beauty is expanding its relationship with Roblox by giving users the ability to buy real-life makeup products on the gaming platform.