e.l.f. Cosmetics has partnered with Roblox to create an online game — e.l.f. UP! — that foster's entrepreneurial spirit among Gen Z users. Here's the scoop.

Dive Brief: E.l.f. Beauty is testing real-world commerce capabilities within its E.l.f. Up! experience on Roblox as part of an extended partnership with the platform, according to details shared with ...

e.l.f. is the first beauty brand to launch a financial literacy game on Roblox. In partnership with Chime, the experience is designed to empower youth through engaging financial literacy education.

Aspiring beauty gurus can now purchase a selection of physical e.l.f. Cosmetics products through its Roblox experience, powered by Walmart.

E.l.f. Cosmetics Is Selling Real-World Products on Roblox The beauty brand is one of many engaging with the video game platform–but its new expansion brings it into new e-commerce territory.

E.l.f. Beauty is known for making viral, lower-priced makeup products and promoting them on platforms like TikTok and Roblox.

E.l.f. Beauty is selling real-life beauty products on the online gaming platform Roblox, the retailer said Monday, sending its shares higher.