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

But the delivery company Shipt has a game with Roblox that the company says will exchange the stress of back-to-school shopping for a simulated experience parents and their kids can enjoy.

OAKLAND, Calif.-- (BUSINESS WIRE)--e.l.f. Cosmetics and e.l.f. SKIN have launched a new one-of-a-kind experience, e.l.f. UP!, on Roblox, a global immersive platform for communication and ...