E.l.f. Beauty launched Glow Up!, a next-generation makeup game and immersive beauty experience on Roblox. 

With 60% of gamers claiming that self-expression through gameplay is more important to them than ever before, e.l.f. is redefining what it means for Roblox players to be their authentic selves in-game.

Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty, said,

“Our community doesn’t want to be marketed to—they want to be invited in to play, create, and express themselves. With Glow Up!, we build an experience rooted in co-creation and belonging to support the majority of gamers who use character personalization to reflect who they are and what they stand for. Self-expression isn’t a feature – it’s essential.”

Designed for players 13 and up, Glow Up! was engineered to deliver an experience that feels both aspirational and accessible:

• Next-Gen Tech: Engineered a new, inventive, and layered makeup system that allows for millions of unique looks.
• High-Fidelity Realism: Modernized with realistic finishes, textures, and makeup routines that mirror real life.
• Community “Livestreaming”: Introduced an innovative new way to compete and celebrate through themed challenges.
• Inclusivity at the Core: Launched with four unique characters that champion women in sports, business, music, and gaming.

Across the Roblox ecosystem, e.l.f. Beauty designs experiences that empower players to be their best, most authentic selves. e.l.f. UP! inspires young entrepreneurs, Fortune Island introduces financial literacy concepts through play, and Glow Up! centers around self-expression.

Aligned with e.l.f.’s commitment to make the world a better place for every eye, lip and face, Glow Up! leads with innovation to prioritize inclusivity, so more players feel seen and represented on Roblox.

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