E.l.f. Beauty Launches Physical Product Sales on Roblox

The cosmetics brand expands its e.l.f. UP! experience to include real-world commerce, enhancing virtual engagement with physical goods.

Users can purchase physical makeup products and receive a digital version for their avatars.
The virtual kiosk includes exclusive items like a limited-edition hoodie and cruelty-free skincare products.
E.l.f.'s immersive experience on Roblox has attracted over 12 million visits since its launch.
The initiative is part of a broader trend of integrating e-commerce into virtual platforms.
E.l.f. collaborates with Roblox creators to design digital items accompanying physical purchases.