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 ...

OAKLAND, Calif.--(BUSINESS WIRE)--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 ...

Andrew Kessel was a breaking news writer for Investopedia until October 2025. He previously covered markets for Proactive Investors, with a focus on small-cap stocks in fintech, healthcare, mining, ...

Within the world of Roblox, e.l.f. Beauty created a virtual kiosk located in its immersive UP! Experience, where visitors can purchase an exclusive limited-edition physical product. The selection ...

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.’s first Roblox experience responds to a perceived entrepreneurial streak in Gen Z, seeking to imbue the cohort with the skills needed to succeed in a changing economy. The announcement ...

E.l.f. Beauty is testing real-world commerce capabilities within its E.l.f. Up! experience on Roblox as part of an extended partnership with the platform, according to details shared with Marketing ...

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Forbes contributors publish independent expert analyses and insights. I cover luxury beauty, fashion and innovation from Paris and London. This article is more than 2 years old. The e.l.f. UP!