In another eyes.lips.first., e.l.f. (NYSE:ELF) is expanding its collaboration with Roblox (NYSE:RBLX), making e.l.f. the first beauty brand to test real-world commerce on Roblox1, powered by Walmart. The initiative will further e.l.f.'s mission to bring the best of beauty to every eye, lip and face, and engage with its vibrant and growing Roblox community of over 12 million total visits and counting.

e.l.f. is expanding its collaboration with Roblox, becoming the first beauty brand to test real-world commerce on the platform. (Photo: Business Wire)

e.l.f. has created a virtual kiosk within its immersive e.l.f. UP! experience on Roblox, where U.S. visitors aged 13 and up can purchase a Roblox-exclusive limited-edition physical product — an e.l.f. UP! Pets Hoodie, celebrating the brand's commitment to being cruelty free and featuring one of the beloved virtual pets from the experience. e.l.f. is also making a separate $50,000 donation to the Humane Society of the United States to reinforce its support of animal welfare and appealing to every eye, lip, face and paw.

e.l.f.'s Roblox e.l.f. UP! experience, which launched in November 2023, takes users on a dynamic, personalized journey to become successful entrepreneurs and cultural changemakers. Users focus on startups that represent places and causes they care most about. Since its launch, the e.l.f. UP! experience on Roblox has garnered a 96% positivity rating2 and has given over one million free virtual items to Roblox users — making it one of the biggest providers of free limited-edition virtual items on the platform.