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, ...

Beast Games Finale is a massive multiplayer experience where you compete against players to become the Grand Champion. In every challenge, you can earn Beast Bucks, which you can redeem at the shop.

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 ...

Fenty Beauty makes its Roblox grand entrance as many others have built virtual brand representations on Roblox, including Nike, Gucci and Forever 21. “Beauty experiences are meant to be fun, so I’m ...

Beast Force lets you choose between joining the Defense Force or harnessing mysterious beast powers to battle powerful enemies in a world inspired by Kaiju No. 8. Face relentless invasions, grow ...

e.l.f. Beauty is expanding its partnership with Roblox, becoming the first beauty brand to test real-world commerce in the virtual gaming platform. Walmart will power e.l.f.'s new virtual kiosk, where ...

E.l.f. Beauty is using TikTok, Roblox, and Twitch to find new customers. These platforms are contributing to strong sales for ELF. Chief Brand Officer Laurie Lam broke down the beauty company's ...

In furthering the intersection of gaming and fashion, adidas has officially launched on Roblox. Since its 2006 inception, Roblox has seen several collaborations and brand activations spanning ...