OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. Cosmetics and e.l.f. SKIN have launched a new one-of-a-kind experience, e.l.f. UP!, on Roblox, a global immersive platform for communication and connection.

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 ...

E.l.f. Beauty will sell real-life makeup products that users can buy virtually on Roblox. The cosmetics company has drawn 12 million total visits on Roblox through its "e.l.f. UP!" program. In April, ...

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, ...

Roblox Corporation RBLX underscored the effectiveness of its discovery engine in the second quarter of 2025, framing it as a ...

Forbes contributors publish independent expert analyses and insights. I cover luxury beauty, fashion and innovation from Paris and London. The e.l.f. UP! experience on Roblox is gamifying the ...

Roblox announced a new short-form video content application and an earnings increase for creators at its developers ...

“Roblox” faced a wave of new lawsuits this week that allege the popular gaming platform hasn’t done enough to safeguard kids from pedophiles and sexual content. One of the latest complaints, filed in ...