e.l.f. Launches Its First Experience on Roblox

e.l.f. Cosmetics and e.l.f. Skin have launched e.l.f. UP! on Roblox. In e.l.f. UP!, users can create dream startups that represent places and causes they care most about. The experience fosters an advanced level of self-expression while building life skills like gamified financial literacy and raising social awareness. 

“Our community has been asking for us to be on Roblox,” says Kory Marchisotto, chief marketing officer, e.l.f. Beauty. “It’s part of our journey to disrupt norms, shape culture and connect communities through positivity, inclusivity and accessibility. We did it first on TikTok with e.l.f. Yeah, then on Twitch with e.l.f. You, and e.l.f. UP! on Roblox will be no different. This time, we are able to create an experience where our community can follow their entrepreneurial dreams and empower the next generation of changemakers who flourish in these digital economies.”