E.l.f. Beauty is selling real-life beauty products on the online gaming platform Roblox, the retailer said Monday, sending its shares higher.

Roblox announces a big change that revamps the process of uploading and selling custom content on its Marketplace.

Roblox is making some changes to how creators can sell limited-run virtual gear Including the ability to sell them within a custom experience, which can earn them more money.

Roblox is opening its User-Generated Content storefront to more people, but you might have to pay an advanced upfront fee to sell your digital wares.