OAKLAND, Calif.--(BUSINESS WIRE)--In another eyes.lips.first., e.l.f. (NYSE: ELF) is expanding its collaboration with Roblox (NYSE: RBLX), making e.l.f. the first beauty brand to test real-world ...

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, ...

Since its launch, the e.l.f. UP! experience on Roblox has given over one million free virtual items to Roblox users — making it one of the biggest providers of free limited-edition virtual items on ...

e.l.f. Beauty is expanding its partnership with Roblox, becoming the first beauty brand to test real-world commerce in the virtual gaming platform. Walmart will power e.l.f.'s new virtual kiosk, where ...

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 ...