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Key Takeaways
- 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, Walmart began selling physical goods on Roblox.
E.l.f. Beauty (ELF) is selling real-life makeup products on the online gaming platform Roblox, the retailer said Monday, sending its shares higher.
The cosmetics company has created a virtual kiosk that allows users to buy a selection of products for home delivery and receive a “virtual twin” version for their Roblox avatars.
E.l.f. Immersive Experience Has Drawn 12M Total Visits on Roblox
The move is part of “e.l.f. UP!,” an immersive experience launched in November, which has drawn 12 million total visits on Roblox, the beauty brand said. In April, Walmart (WMT) began selling physical goods on Roblox.
“E.l.f. continues to break new ground on Roblox with its thoughtful iterations to the community experience and exclusive offerings tailored to our platform,” Roblox VP of Global Brand Partnerships Stephanie Latham said.
E.l.f. shares rose 0.7% to $212.22 as of 11:15 a.m. ET Monday. They are up 47% year to date.