E.L.F. Cosmetics has expanded its collaboration with Roblox, becoming the first beauty brand to test real-world commerce on the platform. Powered by Walmart, the initiative features a virtual kiosk where US users aged 13 and up can buy exclusive physical products and receive corresponding digital items. E.L.F. is donating $50,000 to the Humane Society of the US. Since its November 2023 launch, the E.L.F. Up! experience has received a 96% positivity rating and distributed over one million free virtual items. This collaboration aims to merge beauty with immersive platforms and engage E.L.F.’s growing Roblox community of over 12 million visits.