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

e.l.f. Launches Its First-Ever Experience on Roblox, Empowering Entrepreneurs and Cultural Changemakers to Bring Passion Projects to Life ...

Aspiring beauty gurus can now purchase a selection of physical e.l.f. Cosmetics products through its Roblox experience, powered by Walmart.

Tune in on November 13 at 4pm PT. This special e.l.f. & Beekman Roblox experience will begin on World Kindness Day on November 13.

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. Cosmetics has partnered with Roblox to create an online game — e.l.f. UP! — that foster's entrepreneurial spirit among Gen Z users. Here's the scoop.