E.l.f. Beauty has become the first-ever beauty brand to launch a financial literacy game on Roblox. This experience is designed to empower the Roblox community through engaging financial literacy education while fostering self-confidence among players. 

Developed by Karta and in partnership with Chime, “Fortune Island: Earn Learn Flex” was created to unite and engage Gen Z users while teaching financial decision-making skills.

Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty, said, 

“Gen Z would rather talk about literally anything than money or debt — so we flipped the script. We created ‘Fortune Island: Earn. Learn. Flex.’ to equip our community with the skills and swagger to be their best e.l.f. selves. By building real connections and fueling personal growth, we’re not just creating a safe space — we’re creating a launchpad for Gen Z to flex their power, own their future, and thrive on their terms.”

E.l.f. and Chime are changing the game for our community and how they engage with financial education. To provide our community with the tools they need, e.l.f. partnered with Chime to bridge the financial literacy gap and empower our community by providing an engaging learning platform about personal finance.

Up to four players will become main characters in a light-hearted interactive story that will teach gamers more about making good financial choices. Players become the cast of an interactive movie where they must work together to complete each story and conquer financial challenges. 

Each game stage focuses on financial themes including saving, budgeting, investing and giving back. 

By replaying the game, players will see how different choices will result in different endings for their character, leading to the community becoming more financially savvy and empowered in their offline lives.

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