OAKLAND, Calif.--(BUSINESS WIRE)--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 and connection.

E.l.f. Beauty is expanding its relationship with Roblox by giving users the ability to buy real-life makeup products on the gaming platform.

Aspiring beauty gurus can now purchase a selection of physical e.l.f. Cosmetics products through its Roblox experience, powered by Walmart.

Brands keep betting on Roblox. 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, ...

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.