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

Roblox is making some changes to how creators can sell limited-run virtual gear Including the ability to sell them within a custom experience, which can earn them more money.

Roblox is about to let users sell custom-made avatar bodies and heads Roblox is offering a new way for creators to make money off the virtual goods they create.

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.