E.l.f. Beauty Launches In-Game Shopping [Video]

E.l.f. Beauty takes its partnership with Roblox to the next level! They’re the first beauty brand to test buying real makeup products directly within the Roblox world.

In a statement, the beauty brand expressed that this step aligns with its mission to deliver top-tier beauty products to every eye, lip, and face while maintaining active engagement with its “vibrant and expanding Roblox community, which has amassed over 12 million total visits and continues to grow.”

Partnering with Walmart, E.l.f. Beauty has launched a virtual kiosk within their Roblox experience, E.l.f. Up! This exclusive shop allows US players aged 13 and up to purchase a limited-edition, physical E.l.f. Up! Pets Hoodie is a tribute to the brand’s cruelty-free practices.

Additionally, the beauty brand is contributing $50,000 to the Humane Society of the United States.

Beyond the limited-edition hoodie, the virtual kiosk offers a selection of other e.l.f. vegan and cruelty-free products, including lip and SPF options.

As a …