Key Takeaways:
- Roblox is emerging as a key platform for beauty brands.
- e.l.f Beauty launches Glow Up! on Roblox.
- Glow Up! focuses on inclusivity and cultural relevance.
e.l.f. Beauty is deepening its presence in gaming and virtual culture with the launch of Glow Up!, a new makeup-focused game and beauty experience on Roblox designed to center creativity, community, and authentic self-expression. With an average of 97.8 million users a day visiting the platform to play, Roblox is now beauty’s newest and coolest platform for engaging Gen Zs.
Built with custom technology and some of the platform’s most advanced character models to date, Glow Up! reimagines how beauty can be explored in digital spaces. Designed for players aged 13 and up, Glow Up! places users in the role of makeup artists preparing characters for major life moments. Players select themes, apply virtual cosmetics using realistic controls, and create looks that range from natural and aspirational to imaginative and experimental. A standout feature is the game’s “livestream” mode, which allows players to evaluate each other’s’s creations based on theme relevance, creativity, and overall vibe, encouraging friendly competition while fostering community connection.
The experience launched with four characters, each aligned with the brand’s broader mission to make the world a better place for every eye, lip, and face. One character champions women’s sport, another is designed to advance equity in the boardroom, and two of the characters support underserved voices in music and entertainment. The character choices position gaming as a powerful form of self-expression and a host for empowering users no...
