e.l.f. is the first beauty brand to launch a financial literacy game on Roblox. In partnership with Chime, the experience is designed to empower youth through engaging financial literacy education.

With a focus on edutainment, the Roblox activation from beauty brand e.l.f. enjoins its Gen-Z fans to create their dream start-up and hone their entrepreneurial skills.

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