Roblox RBLX announced an expansion of its collaboration with e.l.f. Beauty ELF, making the latter the first beauty brand to test real-world commerce on the platform. This initiative aims to engage ELF ...

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, ...

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 ...