• by Colin Kirkland , July 1, 2024

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 U.S. visitors can purchase a physical hoodie highlighting the brand's cruelty-free products.

The beauty company, which stands for “eyes, lips, face,” was named MediaPost's 2023 Agency of the Year.

e.l.f. Beauty launched its Roblox experience, e.l.f. UP! in November 2023 -- an open-world tycoon-style game built by Supersocial that invites players to develop financial literacy and raise social awareness by creating and running their dream startups.

Since its launch, e.l.f says its Roblox game has had over 12 million visitors and has received a 96% positivity rating from players, to whom the brand has given out over one million free virtual items.

Supersocial CEO Yonatan Raz-Fridman in March said in an interview with MediaPost that Roblox IRL components “have yet to even scratch the surface,” describing plans to enable users to purchase real-world e.l.f. Beauty products directly within its Roblox experience.

Now, the virtual experience developer's plans have come to fruition, with an added layer of outreach included.

Players in the U.S. ages 13 and up are now able to purchase e.l.f.'s “Pets Hoodie.”

The brand says the initiative celebrates its “commitment to being cruelty free” while featuring one of the virtual pets from the Roblox experience’s e.l.f. UP! Pet Adoption Center.

Per the test, e.l.f. says it is making a separate $50,000 donation to the Humane Society of the United States to “reinforce its support of animal welfare.”

According to a statement from e.l.f.'s CEO Kory Marchisotto, testing commerce on Roblox is the “next evolution” in the brand's journey of “merging beauty with immersive platforms.”

Marchisotto refers to the test as a way to practice “social commerce with purpose,” citing its connection to the Humane Society.

Players can also purchase a selection of other e.l.f. Products at the virtual kiosk and receive a “virtual twin” of the product to wear digitally in the gaming platform. The beauty brand collaborated with Roblox creators to design the virtual item, enhancing each with wigs, wings and other eccentric looks.

Roblox is still in the early days of testing commerce on its platform, but Raz-Fridman believes that over the next decade, consumers should expect to see more investment for brands and real-world commerce integration where players are able to purchase real goods within Roblox.