E.l.f. Beauty will sell real-life makeup products that users can buy virtually on Roblox. The cosmetics company has drawn 12 million total visits on Roblox through its "e.l.f. UP!" program. In ...

In addition to these cosmetics, users can purchase the Roblox-exclusive limited-edition physical product — an e.l.f. UP! Pets hoodie featuring one of the experience’s pets.

e.l.f. Cosmetics and e.l.f. SKIN have launched a new one-of-a-kind experience, e.l.f. UP!, on Roblox, a global immersive platform for communication an ...

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, including a hoodie, sunscreen ...

Walmart is the first retailer to convert its wholesale presence into a compatible e-commerce channel on Roblox, but more than 300 brands have been experimenting with its in-game advertising and ...

With a focus on edutainment, the Roblox activation from beauty brand e.l.f. enjoins its Gen-Z fans to create their dream start-up and hone their entrepreneurial skills.