e.l.f. Beauty unveiled its new Roblox experience, “Glow Up!”, on December 18, 2025. The game, designed for players 13 and older, lets users try on virtual makeup, create custom looks, and compete in style challenges within a fully immersive, user‑generated environment.
The launch is a continuation of e.l.f.’s long‑standing partnership with Roblox, which began with “e.l.f. UP!” and “Fortune Island.” By targeting Gen Z and Alpha gamers, the brand is deepening its digital footprint and reinforcing its core values of inclusivity and self‑expression. The “Glow Up!” experience builds on the company’s history of engaging younger consumers through interactive, community‑driven content.
Roblox benefits from the partnership by adding a high‑profile beauty brand to its creator economy. The platform’s recent growth—bookings of $1.92 billion and 151.5 million daily active users in Q3 2025—provides a ready audience for branded experiences that generate in‑game purchases and broaden the platform’s appeal to beauty‑focused gamers.
Patrick O’Keefe, e.l.f.’s Chief Integrated Marketing Officer, said the game “invites our community to play, create, and express themselves.” He added that “self‑expression is not a feature—it’s essential,” underscoring the brand’s focus on community and authenticity in the virtual space.
Financially, e.l.f. Beauty’s Q3 2025 results showed a 31% year‑over‑year rise in net sales to $355.3 million, with gross margins around 70‑71%. Roblox’s Q3 2025 revenue of $1.92 billion and a 70% year‑over‑year increase in bookings highlight the platform’s strong monetization engine. The “Glow Up!” launch is expected to add incremental revenue through in‑game cosmetics and deepen brand engagement, supporting e.l.f.’s broader digital strategy.
The partnership signals a continued push by both companies to capture the growing Gen Z market. While the launch itself does not immediately alter financial forecasts, it positions e.l.f. Beauty to leverage Roblox’s expansive user base and Roblox to diversify its content library, potentially driving future revenue growth and user retention.
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