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 will sell real-life makeup products that users can buy virtually on Roblox. The cosmetics company has drawn 12 million total visits on Roblox through its "e.l.f. UP!" program. In April, ...

e.l.f. Cosmetics is applying a new layer of innovation to its Roblox experience, adding real-world commerce powered by Walmart. Starting today, beauty gurus can visit the e.l.f. UP! experience’s ...

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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 Marketing ...

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, ...

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.