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

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 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 sister ...

e.l.f. is the first beauty brand to launch a financial literacy game on Roblox. In partnership with Chime, the experience is designed to empower youth through engaging financial literacy education.

E.l.f. Cosmetics Is Selling Real-World Products on Roblox The beauty brand is one of many engaging with the video game platform–but its new expansion brings it into new e-commerce territory.