e.l.f. Beauty made history on April 24, 2025, by launching 'Fortune Island: Earn Learn Flex,' the first-ever financial literacy game by a beauty brand on Roblox. Developed in partnership with Chime, the game aims to empower youth with essential money management skills.
The initiative is designed to engage the Roblox community through interactive education, fostering self-confidence among players. With over 50% of Gen Z aspiring to be entrepreneurs, this platform provides a relevant space for learning financial decision-making.
The game builds on e.l.f.'s existing Roblox experience, e.l.f.UP!, which boasts 22.1 million total lifetime visits as of April 11, 2025. This digital strategy helps bridge the financial literacy gap and connects with a crucial demographic in an innovative way.
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