Roblox has evolved far beyond just a gaming platform for beauty's big-time spenders, Gen A and Gen Z. The gaming platform has become a broader cultural hub for socialization, self-expression, and even important life lessons.

As said by Justine Higueras, Head of Beauty Partnerships at Roblox, in a company press release, “The most successful brands on Roblox are on the pulse of Gen Z culture, are authentic to what they stand for, and meet their audiences where they are spending time.”

e.l.f Beauty, a solid favorite of the younger beauty consumer, has been a pioneer on Roblox since 2023, when the cosmetics brand inspired entrepreneurship through its e.l.f UP! experience, encouraged young girls to embrace their interest in sports through its Indy 500 racing game, and even paved the way as the first beauty brand to test real-world commerce on the platform.

The cosmetics brand is reaping the benefits of its Roblox investments too. As of April 11, 2025, e.l.f. UP! boasted impressive statistics, including 22.1 million total lifetime visits, 1.29 million average monthly visits, and a 96% approval rating.

Recently, e.l.f Beauty took its gaming initiatives one step further, making history as the first-ever beauty brand to launch a financial literacy game on Roblox, in partnership with Chime, a leading financial technology company. Developed by branded metaverse activation creators Karta, "Fortune Island: Earn. Learn. Flex." is specifically designed to empower the Roblox community through engaging financial literacy education while fostering self-confidence among players.

The inspiration for Fortune Island began when e.l.f Beauty learned that 50% of Gen Z want to become entrepreneurs, yet one in three of the generation lacks confidence in managing finances, and three in four feel they only have enough money to survive, not thrive. Additionally, the generation finds it uncomfortable to speak about money struggles—64% of Gen Z would prefer to talk to their family about their dating life than how much debt they have.

“Gen Z would rather talk about literally anything than money or debt—so we flipped the script,” said Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Beauty in a press release. “We created ‘Fortune Island: Earn. Learn. Flex.’ to equip our community with the skills and swagger to be their best e.l.f. selves.”

The Roblox game is based on educational milestones for each financial lifestage, from early education for teens to investment strategies for those closer to retirement. The game progresses through four unique stages, facing “real-world” scenarios that help gamers process how to save money, budget wisely, protect investments, and invest with purpose.

e.l.f Beauty created Fortune Island to encourage younger consumers to feel comfortable being transparent about their finances with peers. According to Intuit data, 69% of Gen Z wish people were more open about their personal finances, and a further 73% feel a sense of community when talking with other people who have the same financial goals as they do.

“By building real connections and fueling personal growth, we’re not just creating a safe space—we’re creating a launchpad for Gen Z to flex their power, own their future, and thrive on their terms,” O’Keefe added.

Fortune Island landed on Roblox just a month after e.l.f Beauty helped to launch Love, Your Mind World, a Roblox game aimed at supporting teen mental well-being. The immersive experience, developed with the Huntsman Mental Health Institute, features interactive zones—such as the Friendship Forest, Mindfulness Mountain, and Labyrinth of Light—where users engage in quests that teach coping strategies and resilience-building techniques. The platform also offers guided meditation sessions from Headspace.

Through its thoughtful initiatives on Roblox, e.l.f Beauty is redefining what it means to engage with the next generation of consumers. By merging entertainment with education and empowerment, the brand is proving that the beauty industry can drive real impact beyond just product sales, providing life skills that last beyond the game.