E.l.f. Beauty is selling real-life beauty products on the online gaming platform Roblox, the retailer said Monday, sending its shares higher.

Aspiring beauty gurus can now purchase a selection of physical e.l.f. Cosmetics products through its Roblox experience, powered by Walmart.

e.l.f. Cosmetics has partnered with Roblox to create an online game — e.l.f. UP! — that foster's entrepreneurial spirit among Gen Z users. Here's the scoop.

Dive Brief: E.l.f. Beauty is testing real-world commerce capabilities within its E.l.f. Up! experience on Roblox as part of an extended partnership with the platform, according to details shared with ...

If you are looking for the latest working keyless scripts for Roblox Anime Rising to auto-farm enemies, auto-arise, auto-collect income, farm dungeons, etc, we've got you covered with this guide ...

E.l.f. has created a virtual kiosk on Roblox where players in the U.S. can purchase several items on the platform.