Brands keep betting on Roblox. New York City-based E.l.f. Cosmetics announced it will test real-world commerce on the video game platform Roblox, becoming the first beauty brand to do so. Products ...

The initiative, developed in partnership with eGen and Supersocial, expands on Roblox’s existing e-commerce deal with Walmart, which began testing in April. Stephanie Latham, VP of Global Brand ...

e.l.f. Cosmetics is applying a new layer of innovation to its Roblox experience, adding real-world commerce powered by Walmart. Starting today, beauty gurus can visit the e.l.f. UP! experience’s ...