e.l.f. Cosmetics Introduces Its First Virtual Styling Experience

e.l.f. Cosmetics launched its first virtual styling experience on ZEPETO, an immersive, avatar-based social metaverse platform. 

On ZEPETO, e.l.f. launched “Express your e.l.f.” where players can discover the beauty trends shaping culture and turn them into complete virtual looks from head to toe.

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

“From Twitch to Roblox and now ZEPETO, we meet our community where they like to play and give them a platform to fuel discovery, empowerment and self-expression. Every immersive experience we build is an extension of the same vision that drives everything we do: disrupt norms, shape culture and connect communities through positivity, inclusivity and accessibility.”

This collaboration allows e.l.f. fans to explore and play with new looks while meeting people where they choose to game. 

As part of “Express your e.l.f.,” ZEPETO players can dress their avatars in e.l.f.-designed digital looks with makeup and items inspired by Power Grip’s colors and textures. Players can then share their looks on the ZEPETO feed.

Together, these features turn the traditional beauty counter into a social playground where experimentation, styling, and community meet.