e.l.f. is the first beauty brand to test real-world commerce on Roblox. Credit: rafapress/Shutterstock.

Cosmetic company e.l.f. has become the first beauty brand to test real-world commerce on the ROBLOX platform via Walmart technology.  

The initiative aligns with e.l.f.’s mission to deliver top beauty products and engage with its robust Roblox community, which has received more than 12 million visits. 

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The company has introduced a virtual kiosk within its e.l.f. UP! experience on Roblox, where US users aged 13 years and above can purchase an exclusive, limited-edition e.l.f. UP! pets hoodie.  

The e.l.f. UP! experience on Roblox, launched in November 2023, is in partnership with eGen and Supersocial. 

This physical product is available alongside a curated selection of e.l.f.’s vegan and cruelty-free lip and SPF products. 

Upon purchasing these items through the virtual kiosk, eligible users will receive a “virtual twin” – a corresponding digital item for use within Roblox.  

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The move underscores e.l.f.’s commitment to cruelty-free products and features one of the popular virtual pets from the e.l.f. UP! experience. 

Since its inception, the Roblox experience has achieved a 96% positivity rating and distributed one million free virtual items.  

e.l.f. Beauty 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. We are teaching the Roblox community – and communities in digital spaces everywhere – about social commerce with purpose. Our community deeply values our superpower of cruelty-free products. Through the e.l.f. UP! Pet Adoption Center, we’ve learned how essential this superpower is, shaping our approach in this space.”