E.l.f. has expanded its collaboration with Roblox, offering real-world commerce on the site. This initiative aims to further e.l.f.’s mission to bring the best of beauty to every eye, lip, and face, and engage with its vibrant and growing Roblox community of over 12 million total visits and counting.

 

The company’s Roblox e.l.f. UP! experience, launched in November 2023, takes users on a dynamic, personalized journey to become successful entrepreneurs and cultural changemakers. Users focus on startups that represent places and causes they care most about. 

 

E.l.f. has created a virtual kiosk where U.S. visitors can purchase physical Roblox-exclusive products. 

 

Stephanie Latham, VP of global brand partnerships, Roblox, said, 

 

“e.l.f. continues to break new ground on Roblox with its thoughtful iterations to the community experience and exclusive offerings tailored to our platform. We are in the early days of testing commerce on Roblox, and we are excited to continue taking steps with brands like e.l.f. towards building the future of shopping, making it immersive, 3D, and social. Our vision is to ultimately enable brands and creators to turn their incredible brand affinity and user engagement on the platform into a seamless shopping experience for their new and existing audiences. The shoppable future of Roblox means that brands can immerse communities into their stories — and enable customers to complete their journey with a purchase while socializing with their friends.”

 

 

Available products include an e.l.f. UP! Pets Hoodie and a selection of e.l.f.’s lip and SPF products. 

 

E.l.f. is also donating $50,000 to the Humane Society of the United States to support animal welfare. 

 

Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty, said, 

 

“e.l.f. UP! has been lightning in a bottle since day one and continues to surpass all expectations, especially among our Gen Z community. Testing commerce on Roblox is the next evolution in our journey of merging beauty with immersive platforms. We are teaching the Roblox community – and communities in digital spaces everywhere – about social commerce with purpose. Our community deeply values our superpower of cruelty-free products. Through the e.l.f. UP! Pet Adoption Center, we’ve learned how essential this superpower is, shaping our approach in this space.”

 

Users who complete a purchase of these items through the e.l.f. UP! Experience virtual kiosk will receive a “virtual twin”. The physical items that can be purchased through the e.l.f. UP! experience virtual kiosks will be accessible to U.S. users on mobile and desktop. The e.l.f. UP! experience is developed by e.l.f. in partnership with Walmart, eGen, and Supersocial.

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