E.l.f. Beauty will sell real-life makeup products that users can buy virtually on Roblox. The cosmetics company has drawn 12 million total visits on Roblox through its "e.l.f. UP!" program. In April, ...

E.l.f.’s first Roblox experience responds to a perceived entrepreneurial streak in Gen Z, seeking to imbue the cohort with the skills needed to succeed in a changing economy. The announcement ...

Roblox is an online platform that allows users to create games and play those designed by others. A self-described “ultimate virtual universe,” it is hard to pinpoint exactly what Roblox is: Is it a ...

Forbes contributors publish independent expert analyses and insights. I cover luxury beauty, fashion and innovation from Paris and London. The e.l.f. UP! experience on Roblox is gamifying the ...

York University provides funding as a member of The Conversation CA. York University provides funding as a member of The Conversation CA-FR. Roblox is an online platform that allows users to create ...

What is Roblox? ROBLOX is an online virtual playground and workshop, where kids of all ages can safely interact, create, have ...