e.l.f. Beauty launches makeup game on Roblox platform

e.l.f. Beauty (NYSE: ELF) announced the launch of Glow Up!, a makeup game on the Roblox (NYSE: RBLX) platform designed for players aged 13 and older.

The game features a makeup system that allows for multiple unique looks, realistic finishes and textures, and themed challenges through a "livestream" mode where players can interact with each other's creations. The experience includes four characters representing women in sports, business, music, and gaming, with plans to release new characters monthly.

"Our community doesn't want to be marketed to—they want to be invited in to play, create, and express themselves," said Patrick O'Keefe, Chief Integrated Marketing Officer at e.l.f. Beauty. "With Glow Up!, we build an experience rooted in co-creation and belonging to support the majority of gamers who use character personalization to reflect who they are and what they stand for."

Players function as makeup artists preparing characters for various life moments, selecting themes and applying virtual cosmetics with realistic controls. The game incorporates competitive elements where players evaluate each other's creations based on theme fit, creativity, and overall presentation.

This addition joins e.l.f. Beauty's existing Roblox portfolio, which includes e.l.f. UP! for young entrepreneurs and Fortune Island for financial literacy concepts. The company developed Glow Up! in collaboration with eGen and Exclusible studios.

The game is available through the e.l.f. UP! Community on Roblox, according to information from the company's press release.

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