Dive Brief: E.l.f. Beauty is testing real-world commerce capabilities within its E.l.f. Up! experience on Roblox as part of an extended partnership with the platform, according to details shared with ...

E.l.f. Beauty is selling real-life beauty products on the online gaming platform Roblox, the retailer said Monday, sending its shares higher.

Once you get close enough to him, you can press ‘E’ to interact with Pete, where you can ask him a few questions about the concepts within Roblox’s Wacky Wizards.

E.l.f.’s first Roblox experience responds to a perceived entrepreneurial streak in Gen Z, seeking to imbue the cohort with the skills needed to succeed in a changing economy. The announcement ...

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 Roblox available on many formats, here's everything you need to know about the game, including tips on how to play safely online.

The gaming platform Roblox generated over US$2 billion last year. As the company aims to change how people interact online, we need to pay attention to the new digital futures being created.