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 ...

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 ...

e.l.f. Beauty (NYSE: ELF) is making history as the first-ever beauty brand to launch a financial literacy game on Roblox. This experience is specifically des ...

E.l.f.’s bets on Roblox align with its growing overtures to gamers, an enthusiast group that has not historically been a priority for the beauty category. The cosmetics company first dabbled in the ...

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. has created a virtual kiosk on Roblox where players in the U.S. can purchase several items on the platform.