Essence Makeup, known for its range of affordable and fun-to-use cosmetics, is collaborating with Roblox to debut its first game, ‘Color dare by essence.’ The brand created a dream-like world where kindness is an essential tool to save the world.

The cosnova-owned brand’s entrance into Roblox follows a successful Twitch cosplay contest held in partnership with creator Emiru and reflects the company’s continued dedication to supporting the gaming community through immersive experiences.

Launching in alignment with Pride Month, ‘Color dare by essence’ gives users the unique opportunity to make a difference in the real world through game-driven charitable actions. essence is planning four community days, on which the users will be given a time limit to defeat the grey in the world. If the goal is reached together, the players win a donation to two charities selected by essence and LGBTQIA+ agency “The Mixx” to make a difference within the community.

“Diversity, kindness and self-expression were our main drivers when creating the game, as all are values integral to the essence brand,” says Thorsten Mühl, Chief Digital Marketing & Experience Office (CXO), cosnova. “The gaming landscape has become an integral part of essence’s digital presence, and the foray into Roblox represents a strategic move to enhance the brand’s reach and connect with a diverse audience while raising awareness of important social issues.”

Players create a colorful, diverse world using individualized avatars with the help of the main character “Lash Princess”. Together, the users and Lash Princess work to fight off the looming storm of grey darkness, which embodies the negative aspects of our world today such as bullying and violence.