E.l.f. Beauty launches new makeup game on Roblox
A beauty brand popular with Gen Z continues expanding its partnership with an immersive gaming platform also favored by young adult consumers.
E.l.f. Beauty is introducing a virtual makeup game and beauty experience called “Glow Up!” on Roblox. Designed for players 13 and up, Glow Up! features a new layered makeup system that allows for millions of unique virtual looks.
The gaming environment is modernized with realistic finishes, textures, and makeup routines designed to mirror real life. Players become makeup artists preparing characters for major life moments and in each session, players select themes, apply virtual cosmetics with realistic controls, and create looks.
In addition, users can compete and communicate with other players through livestreamed themed challenges. The game features four original characters designed to promote women’s achievements in sports, business, music, and gaming, with new diverse characters released monthly.
"Our community doesn’t want to be marketed to — they want to be invited in to play, create and express themselves," said Patrick O’Keefe, chief integrated marketing officer, E.l.f. Beauty. "With Glow Up!, we build an experience rooted in co-creation and belonging to support the majority of gamers who use character personalization to reflect who they are and what they stand for. Self-expression isn't a feature — it's essential."
E.l.f. Beauty has been collaborating with Roblox since November 2023, when it introduced an experience on the platform called "E.l.f. Up!" where players can act as virtual entrepreneurs.
[READ MORE: E.l.f. is first beauty brand to test real-world commerce on Roblox]
The company became the first beauty brand to test real-world commerce on Roblox, powered by Walmart, in June 2024 when it created a virtual kiosk within the E.l.f. Up! experience where U.S. consumers aged 13 and up can purchase a Roblox-exclusive limited-edition physical product.
The company also offers a themed Roblox experience called “Fortune Island” that promotes financial literacy. Other metaverse commerce efforts include "Virtual Luxe Lounge," an immersive shopping experience for members of its E.l.f. Beauty Squad loyalty program in the U.S. and U.K. which is based on the Obsess experiential e-commerce platform.
The speakeasy-themed, 3D environment enables customers to virtually shop new product drops for the holiday season and gain access to exclusive coupons to redeem at checkout.
Glow Up! was developed in collaboration with eGen and Exclusible.
E.l.f. Beauty and its brands, E.l.f. Cosmetics, E.l.f. Skin, Keys Soulcare, Well People and Naturium, offers clean and vegan products, all double-certified by PETA. In addition, its Leaping Bunny brand is certified as cruelty free and stands as the first beauty company with Fair Trade Certified facilities. E.l.f. Beauty donates 2% of net profits to organizations that make positive impacts.
