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

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

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

Brands keep betting on Roblox. New York City-based E.l.f. Cosmetics announced it will test real-world commerce on the video game platform Roblox, becoming the first beauty brand to do so. Products ...

E.l.f. Beauty is known for making viral, lower-priced makeup products and promoting them on platforms like TikTok and Roblox.

Today, Walmart debuted its partnership with the video game platform Roblox; now, players can purchase Walmart goods through an in-game e-commerce hub, Walmart Discovered.