e.l.f. Beauty has launched Glow Up!, a new virtual makeup game on Roblox, designed to deepen brand engagement with Gen Z and Gen Alpha users. The immersive experience allows players aged 13+ to work as in-game makeup artists, using a layered cosmetic system to design millions of unique looks for avatars attending major life events.
The initiative builds on e.l.f.’s previous Roblox success with e.l.f. UP!, which emphasized entrepreneurship and even featured a virtual kiosk powered by Walmart for real-world product purchases. That partnership marked a key moment in immersive commerce, blending social gaming and retail innovation.
A Strategic Move into the Metaverse
With Roblox serving as a digital playground for millions, e.l.f. is positioning itself as a leader in virtual brand engagement. The company uses these platforms not only to entertain but to build brand loyalty in spaces where younger consumers socialize and express themselves.
Four diverse characters launch with Glow Up!, reinforcing e.l.f.’s inclusive, community-first branding strategy. Omnichannel retail is rapidly evolving into multi-dimensional consumer journeys, where digital touchpoints like this shape brand relationships.
Future of Beauty Retail
e.l.f.’s expansion in the metaverse demonstrates how brands can leverage gamification, identity, and inclusivity to drive both digital engagement and real-world sales — a playbook Bentonville-based brands are increasingly studying and scaling.
