A sneak peek at Roblox's Formula Apex, a new racing game, shows the platform's true potential as a destination for high-quality experiences ...

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

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

Tune in on November 13 at 4pm PT. This special e.l.f. & Beekman Roblox experience will begin on World Kindness Day on November 13.

E.l.f.’s first Roblox experience responds to a perceived entrepreneurial streak in Gen Z, seeking to imbue the cohort with the skills needed to succeed in a changing economy. The announcement ...

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, including a hoodie, sunscreen ...

Dive Brief: E.l.f. Beauty is testing real-world commerce capabilities within its E.l.f. Up! experience on Roblox as part of an extended partnership with the platform, according to details shared with ...

With a focus on edutainment, the Roblox activation from beauty brand e.l.f. enjoins its Gen-Z fans to create their dream start-up and hone their entrepreneurial skills.

E.l.f. has created a virtual kiosk on Roblox where players in the U.S. can purchase several items on the platform.

The e.l.f. UP! Roblox experience will help Gen Z learn essential entrepreneurship skills through tycoon-style gameplay.

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