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.

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 ...