Aspiring beauty gurus can now purchase a selection of physical e.l.f. Cosmetics products through its Roblox experience, powered by Walmart.

Today, Walmart debuted its partnership with the video game platform Roblox; now, players can purchase Walmart goods through an in-game e-commerce hub, Walmart Discovered.

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

Many Robloxians know of free accessories, hats, and other products that can be obtained by competing in exclusive game challenges. Players can add the limited edition PacSun DTLA Varsity jacket by ...

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, including a hoodie, sunscreen ...