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 ...

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.

--(BUSINESS WIRE)--e.l.f. Cosmetics, an e.l.f. Beauty (NYSE: ELF) brand, joined forces with Beekman 1802 to celebrate World Kindness Day with an all-new game within e.l.f.’s Roblox ...

Join our daily and weekly newsletters for the latest updates and exclusive content on industry-leading AI coverage. Learn More e.l.f. Beauty is launching a Roblox game, e.l.f. UP!, to help Gen Z ...

The cosmetics marketer is attempting to liven up what could be dry subject matter through gamification. Roblox has emerged as a key venue for engaging young gamers, but E.l.f. Up! is positioned as a ...