e.l.f. Beauty launched "Glow Up!," an immersive makeup game available on the Roblox platform. The experience targets players aged 13 and older.
In the game, players act as makeup artists, creating unique looks using realistic virtual cosmetics. They participate in themed competitions, and the experience features a "livestream" mode that allows players to interact and rate each other's creations.
This partnership expands e.l.f.'s digital presence. The company aims to connect directly with Gen Z and Alpha audiences who prioritize self-expression through virtual avatars.
The collaboration underscores Roblox’s growing role as a key marketing and engagement venue for companies seeking younger demographics. eGen and Exclusible developed the game.