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

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.

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.

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