Fenty Beauty is debuting its third installment of the Fenty Beauty Experience on Roblox, the global immersive gaming and creation platform.

With a reimagined world dedicated to lip products, this new Fenty Beauty Experience on Roblox will seamlessly integrate the e-commerce functionality powered by Shopify. 

This now shoppable immersive space will bridge virtual and real-world retail experiences, demonstrating the innate and beautiful connectivity between commerce and community.

The Fenty Beauty Experience on Roblox is available from May 15 to August 15, 2025.

Rihanna said, 

“I’m excited to continue to push the boundaries and bring together our digital and real worlds in a new way. What’s better than shopping for your favorite lip gloss in a true Fenty fantasy world?!”

The latest version of the experience brings beauty, creativity, and commerce together in one digital universe, focused on Rihanna’s cult-favorite Fenty Beauty Gloss Bomb Universal Lip Luminizer. 

In this new immersive and lip-obsessed world, marquee elements from experiences past will receive a refresh and now include lip-loving products from Fenty Skin in addition to fan-favorite Gloss Bomb formulas and shades. 

Throughout the new Gloss Bomb Lab, users can explore and create new lip products while completing quests to unlock rewards and exclusive content, in-game items, and digital collectibles.

Further enhancing the surprise and delight elements of the game and reinforcing the power of community will be the new addition of influencer guest hosts throughout the experience. 

Each host will meet and greet users, answering questions and engaging in beauty conversations, offering exclusive discounts, and unlocking collectibles.

Entirely new to the experience will be the Fenty Beauty Store, where U.S. players ages 18 and up can unlock and shop “stocked shelves.” 

The store includes a new and exclusive-to-Roblox Fenty Beauty Gloss Bomb Universal Lip Luminizer shade ‘Grape Splash’ – a shimmering, holographic purple.