e.l.f. Beauty Expands Roblox Partnership With Real-World Commerce Test

e.l.f. Beauty Inc ELF is expanding its collaboration with Roblox Corp RBLX, becoming the first beauty brand to test real-world commerce on the platform, powered by Walmart Inc WMT.

This initiative supports e.l.f.’s mission to make beauty accessible to all while engaging with its growing Roblox community, which boasts over 12 million visits.

e.l.f. has launched a virtual kiosk within its e.l.f. UP! experience on Roblox. Here, U.S. visitors aged 13 and up can purchase a limited-edition physical product, the e.l.f. UP! Pets Hoodie, celebrating the brand’s cruelty-free commitment.

Additionally, e.l.f. is donating $50,000 to the Humane Society of the United States to support animal welfare.

Since its launch in November 2023, the e.l.f. UP! experience has received a 96% positivity rating and distributed over one million free virtual items, becoming a significant provider of free virtual goods on Roblox.

The platform offers users a personalized journey to become entrepreneurs and cultural changemakers, focusing on causes they care about.

Through the e.l.f. UP! virtual kiosk, users can purchase various physical products, including vegan and cruelty-free lip and SPF items.

Each purchase also grants a “virtual twin” digital item for use on Roblox, designed in collaboration with renowned Roblox community creators.

e.l.f. Chief Marketing Officer Kory Marchisotto said, “e.l.f. UP! has been lightning in a bottle since day one and continues to surpass all expectations, especially among our Gen Z community”.

“Testing commerce on Roblox is the next evolution in our journey of merging beauty with immersive platforms.”

Price Action: ELF shares closed lower by 3.34% at $210.72 on Friday.

Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.

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