OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. Beauty (NYSE: ELF) is making history as the first-ever beauty brand to launch a financial literacy game on Roblox. This experience is specifically designed to ...

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, ...

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 ...

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 ...

Brands keep betting on Roblox. 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, ...