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

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Go back to e.l.f. Beauty launches makeup game on Roblox platform

e.l.f. Beauty Launches Glow Up!, Redefining Virtual Makeup and Community on Roblox

December 18, 2025 3:05 PM EST

Roblox launch brings real-world makeup precision with advanced avatar models to a community-led, co-created experience that empowers self-expression.

OAKLAND, Calif.--(BUSINESS WIRE)-- e.l.f. Beauty (NYSE: ELF), the bold disruptor with a kind heart, today announced the launch of Glow Up!, a next-generation makeup game and immersive beauty experience on Roblox (NYSE: RBLX). With 60% of gamers claiming that self-expression through gameplay is more important to them than ever before, e.l.f. is redefining what it means for Roblox players to be their authentic... More