E.L.F. Beauty launches commerce on Roblox

By

Jennifer Braun

Published
July 2, 2024

E.L.F. Beauty has expanded its collaboration with Roblox to become the first beauty brand to integrate real-world commerce within the Roblox platform. 

The initiative, powered by Walmart, includes the launch of a virtual kiosk within its popular E.L.F. UP! experience on Roblox, which has attracted over 12 million visits. 

This new feature allows U.S. users aged 13 and up to purchase a limited-edition physical product—the E.L.F. UP! Pets Hoodie, as part of the brand’s cruelty-free commitment. Additionally, E.L.F. is donating $50,000 to the Humane Society of the United States. 

In addition to the E.L.F. UP! Pets Hoodie, users can also now purchase a selection of other physical products, including E.L.F’s vegan and cruelty free lip and SPF products. Users who purchase these items through the virtual kiosk will receive a "virtual twin"—a corresponding digital item for use on Roblox, designed by renowned Roblox community creators.

“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,” said Kory Marchisotto, chief marketing officer, E.L.F. Beauty. 

“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.”

Since its launch in November 2023, the E.L.F. UP! experience has earned a 96% positivity rating, distributing over one million free virtual items, making E.L.F. one of the most generous providers of limited-edition items on Roblox.

“E.L.F. continues to break new ground on Roblox with its thoughtful iterations to the community experience and exclusive offerings tailored to our platform,” added Stephanie Latham, VP of global brand partnerships, Roblox. 

“We are in the early days of testing commerce on Roblox, and we are excited to continue taking steps with brands like E.L.F. towards building the future of shopping, making it immersive, 3D and social. Our vision is to ultimately enable brands and creators to turn their incredible brand affinity and user engagement on the platform into a seamless shopping experience for their new and existing audiences. The shoppable future of Roblox means that brands can immerse communities into their stories — and enable customers to complete their journey with a purchase while socializing with their friends.”