In its latest venture, e.l.f. Beauty is expanding its collaboration with Roblox (NYSE: RBLX), pioneering real-world commerce on the platform in partnership with Walmart. As the first beauty brand to explore this frontier, e.l.f. aims to enrich its mission of democratizing beauty by engaging with Roblox’s vibrant community, which has already seen over 12 million visits.
Central to this initiative is e.l.f.’s virtual kiosk within the immersive e.l.f. UP! experience on Roblox. Here, U.S. visitors aged 13 and up can purchase exclusive physical products, starting with the e.l.f. UP! Pets Hoodie—a limited-edition item celebrating cruelty-free practices and featuring beloved virtual pets from the experience. Additionally, e.l.f. is pledging $50,000 to the Humane Society of the United States to underscore its commitment to animal welfare.
Since its launch in November 2023, the e.l.f. UP! experience on Roblox has garnered a 96% positivity rating and distributed over one million free virtual items, solidifying its popularity among Gen Z. According to Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty, “e.l.f. UP! has exceeded expectations, especially among our Gen Z community. Testing commerce on Roblox marks the next step in merging beauty with immersive platforms, educating communities on social commerce with purpose.”
Stephanie Latham, VP of global brand partnerships at Roblox, praised e.l.f.’s innovation in enhancing community experiences and offering exclusive Roblox-integrated products. She emphasized Roblox’s vision to revolutionize shopping through immersive, social, and 3D experiences, enabling brands like e.l.f. to leverage their community engagement into seamless shopping experiences.
Beyond the e.l.f. UP! Pets Hoodie, users can purchase a range of cruelty-free products such as lip balms and SPF items, curated to reflect e.l.f.’s commitment to animal welfare and community well-being. Each purchase through the virtual kiosk grants users a “virtual twin”—a digital item for use within Roblox—designed in collaboration with renowned Roblox creators.
SimplyALemon, a prominent figure in the Roblox community known for her creative Kawaii items, expressed excitement about collaborating with e.l.f. on this project. “Designing items that resonate with the Roblox community’s creativity and raise awareness for important causes has been incredible,” she shared.
Accessible via mobile and desktop for U.S. users, the e.l.f. UP! experience is developed in partnership with eGen and Supersocial, ensuring a seamless integration of virtual and physical worlds.
For more information, visit www.elfbeauty.com and follow @elfcosmetics on Instagram and @elfyeah on TikTok.
