--- title: "e.l.f. Beauty Expands Roblox Partnership With Real-World Commerce Test" description: "e.l.f. Beauty is expanding its partnership with Roblox to test real-world commerce on the platform. With support from Walmart, e.l.f. is offering a limited-edition UP! Pets Hoodie for purchase on Robl" type: "news" locale: "en" url: "https://longbridge.com/en/news/207669533.md" published_at: "2024-07-01T11:42:11.000Z" --- # e.l.f. Beauty Expands Roblox Partnership With Real-World Commerce Test > e.l.f. Beauty is expanding its partnership with Roblox to test real-world commerce on the platform. With support from Walmart, e.l.f. is offering a limited-edition UP! Pets Hoodie for purchase on Roblox. This initiative aligns with e.l.f.'s mission of making beauty accessible to all and engaging with the Roblox community. Additionally, e.l.f. is donating $50,000 to the Humane Society of the United States. **e.l.f. Beauty** **Inc** ELF is expanding its collaboration with **Roblox** **Corp** RBLX, becoming the first beauty brand to test real-world commerce on the platform, powered by **Walmart Inc** WMT. This initiative supports e.l.f.’s mission to make beauty accessible to all while engaging with its growing Roblox community, which boasts over 12 million visits. e.l.f. has launched a virtual kiosk within its e.l.f. UP! experience on Roblox. Here, U.S. visitors aged 13 and up can purchase a limited-edition physical product, the e.l.f. UP! Pets Hoodie, celebrating the brand’s cruelty-free commitment. Additionally, e.l.f. is donating $50,000 to the Humane Society of the United States to support animal welfare. Since its launch in November 2023, the e.l.f. UP! experience has received a 96% positivity rating and distributed over one million free virtual items, becoming a significant provider of free virtual goods on Roblox. The platform offers users a personalized journey to become entrepreneurs and cultural changemakers, focusing on causes they care about. Through the e.l.f. UP! virtual kiosk, users can purchase various physical products, including vegan and cruelty-free lip and SPF items. Each purchase also grants a “virtual twin” digital item for use on Roblox, designed in collaboration with renowned Roblox community creators. e.l.f. Chief Marketing Officer Kory Marchisotto said, “e.l.f. UP! has been lightning in a bottle since day one and continues to surpass all expectations, especially among our Gen Z community”. “Testing commerce on Roblox is the next evolution in our journey of merging beauty with immersive platforms.” **Price Action:** ELF shares closed lower by 3.34% at $210.72 on Friday. ***Disclaimer***: *This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.* *Photo via Shutterstock* ### Related Stocks - [RBLX.US - Roblox](https://longbridge.com/en/quote/RBLX.US.md) - [ELF.US - ELF Beauty](https://longbridge.com/en/quote/ELF.US.md) ## Related News & Research | Title | Description | URL | |-------|-------------|-----| | Does e.l.f. Beauty’s (ELF) New Director and Buyback Reset Its Capital Allocation Narrative? | e.l.f. Beauty appointed Matthew Farrell to its Board of Directors and completed a $100.53 million share buyback. This mo | [Link](https://longbridge.com/en/news/276390188.md) | | Matthew Farrell Joins e.l.f. Beauty Board As Multi Brand Strategy Evolves | e.l.f. Beauty has appointed Matthew Farrell to its Board of Directors as it integrates the rhode acquisition and expands | [Link](https://longbridge.com/en/news/276260523.md) | | $100 Invested In Defiance Quantum ETF 5 Years Ago Would Be Worth This Much Today | Defiance Quantum ETF (NASDAQ:QTUM) has delivered an average annual return of 19.94% over the past 5 years, outperforming | [Link](https://longbridge.com/en/news/276292925.md) | | Herbalife (HLF) To Report Earnings Tomorrow: Here Is What To Expect | Herbalife will report its earnings results tomorrow, with analysts expecting a revenue growth of 2.5% year-on-year to $1 | [Link](https://longbridge.com/en/news/276090591.md) | | Infleqtion (INFQ) Goes Public: A More Balanced Quantum Stock Than IonQ? | Infleqtion Inc. (INFQ) has gone public on the New York Stock Exchange following its merger with Churchill Capital Corp X | [Link](https://longbridge.com/en/news/276125559.md) | --- > **Disclaimer**: This article is for reference only and does not constitute any investment advice.