e.l.f. Cosmetics is launching real-world commerce within its Roblox experience, e.l.f. UP!, pushing forward in the convergence of virtual platforms and retail, GamesBeat broke the story on Sunday. Users can order select physical products through a virtual kiosk in the Roblox game, with each purchase including a “virtual twin” digital good.

The initiative, developed in partnership with eGen and Supersocial, expands on Roblox’s existing e-commerce deal with Walmart, which began testing in April. Stephanie Latham, VP of Global Brand Partnerships at Roblox, confirmed that e.l.f. is the first beauty brand to integrate real-world commerce into its experience.

According to GamesBeat, since its November 2023 launch, e.l.f. UP! has garnered over 12 million visits and distributed over one million free virtual items. The experience aims to foster entrepreneurship skills and cultural awareness among younger users.

The initial product offerings emphasize e.l.f.’s commitment to cruelty-free and vegan products. Available items include Squeeze Me Lip Balm, Glow Reviver Lip Oils, and Suntouchable Whoa Glow SPF 30, each paired with a virtual cosmetic item. A limited-edition physical e.l.f. UP! Pets hoodie, featuring one of the experience’s pets, is also available exclusively through the Roblox platform.

To enhance the authenticity of the virtual items, e.l.f. collaborated with established Roblox creators. SimplyALemon, known for her Kawaii item collection in The Lemon Land Roblox group, designed the virtual twin hat bundled with the e.l.f. UP! Pets hoodie.

Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty stated that this initiative represents the next step in merging beauty with immersive platforms. The company also leverages the experience to promote its cruelty-free stance, incorporating a virtual Pet Adoption Center within e.l.f. UP! To further support its animal welfare mission, e.l.f. is making a $50,000 donation to the Humane Society of the United States. 

The e.l.f. UP! virtual kiosk is now accessible to American users aged 13 and up on both mobile and desktop platforms.