Key Takeaways:
Roblox has become an honorary member of the beauty community. The platform, now a key player in beauty gaming, had over 151 million daily users as of Q3 2025 spending an average of 2.8 hours a day on the platform.
2025 was the year of Roblox record breakers. In July, the Roblox game Grow a Garden broke the Guinness World Records title for the most concurrent players with 21.6 million. Come September, that record was beaten, as the game Steal a Brainrot reached over 25 million concurrent users.
Industry brands have had their fair share of wins on Roblox this year. Fenty Beauty successfully launched as one of the first brands to implement commerce on Roblox through the platform's partnership with Shopify. The move turned Roblox into a closed-loop marketing and commerce channel, where discovery, interaction, and purchase now seamlessly integrate for a user-friendly digital retail experience.
Other names pushed the boundaries of beauty to span experiences that go beyond product placements and value consumer well-being. e.l.f cosmetics set the standard, introducing elements such as Fortune Island: Earn. Learn. Flex., a financial literacy game teaching young users how to navigate their money in a sensible way. The brand also worked with the Ad Council and Walmart to create Love, Your Mind World, offering mental health education and coping strategies to support teens' emotional growth and help them navigate safe social media use.
e.l.f. Cosmetics demonstrated the powerful impact Roblox can have on beauty marketing. Allison McDuffee, Roblox Global Head of Brand Insights and Management, explained to BeautyMatter that one in three of Roblox users say e.l.f. Cosmetics is admired and well received on the platform.
McDuffee believes that e.l.f. is distinguished on Roblox by its approach to the platform as an ongoing ecosystem, continually innovating, listening to feedback from the community, and building relevance through multiple thematic experiences over time. “These initiatives show how when a brand listens, learns, and evolves with the Roblox community, they can really drive brand loyalty, including online and offline engagement."
Evidently, Roblox presents both brands and its users with multiple possibilities and lessons. The Roblox 2025 Replay outlines the choices users made concerning where they spent their time on the platform, the trends they engaged in, and the communities they converged in. BeautyMatter outlines the key findings.
Roblox 2025 by the Numbers
Robloxmania surged in 2025, moving beyond the platform itself. Roblox content hit one trillion all-time views on YouTube, and in July and August one of every five game-related videos posted to TikTok globally mentioned Roblox. With 88.7 billion hours engaged, over 50 million searches a day, and 274 daily avatar updates, users made Roblox a go-to for trendsetting and next-generation culture.
In the first half of 2025, Roblox Marketplace had an average of 18.8 million daily visitors (up 17% year over year) as players searched for the best items to show off their unique personal style. Young gamers found Roblox to be a powerful self-expression outlet:
Roblox is built on discovery, connection, belonging, and creative self-expression, making it the perfect platform for brands to present themselves to potential new customers, and further engage with long-term loyal ones.
But where should brands show up? Users come to Roblox prepared to engage with popular games they love and explore new iterations of them through branded twists. This year, the top three game searches overall were:
The searches indicate that Roblox users enjoy new content just as much as cemented, well-loved games. Broad searches such as “roleplay” on Roblox dominate, setting the stage for beauty brands to show up through avatar creation and make-believe stories. Last year, the average Roblox player engaged with 21 experiences per month, highlighting the opportunity for diverse genres and designs.
Creating the Culture
On Roblox, cultural currency is created by Gen Z and Gen Alpha through active, engaged participation, not just passive consumption. The report outlines that Roblox is becoming a hub for engaging with outside-platform cultural trends that stem from several genres and appeal to their interests. The wider millennial trend of nostalgia translated to Roblox too; searches like “Y2K” and “Hello Kitty” surged this year. Horror was also a theme players enjoyed year-round, and naturally, related terms picked up in the run-up to Halloween.
“On Roblox, cultural relevance comes from participation, not promotion. Brands that succeed don’t just place ads; they embed themselves in the community, co-create with users, and iterate constantly to align with how users play, socialize and express themselves,” added McDuffee.
Roblox went above and beyond with cultural relevancy in 2025, helping brands to engage where culture is being created. Trends like this year's most popular meme “6-7”, which was picked up by brands including Sol de Janeiro, and the viral film KPop Demon Hunters drove high search volumes. Searches for “Squid Games” also rose in the buildup to the latest season.
“Roblox provides brands with real-time cultural signals, tracking memes, fandoms, and search spikes to inform creative, media placement and next cultural experiences,” added McDuffee.
Hyperlocal niches also thrived on Roblox. While Halloween grew in searches worldwide, other localized holidays like Thailand’s Loy Krathong had their moment. Searches for anime-related content was popular in Japan, and users in Germany frequently searched for Notruf Hamburg, where they could roleplay as emergency services. In Brazil “futebol” (soccer) was popular, while in Indonesia and the Philippines there was an outsize search for “wall hop”, a climbing subgenre most engaged with in these countries.
One thing is certain: brands must tap into wider trends outside of their industry and local environment, and truly understand their audience in order to connect with them.
Success Through Shared Experience
Roblox thrives from its community-based digital culture. A key aspect of the platform's appeal is the various accessible ways that users can learn, create, and collaborate while playing with friends.
In 2025, Roblox rolled out upgrades to its event experiences including two new APIs that allow brands to prompt users to RSVP to upcoming events or experience updates, as well a premier channel to announce upcoming content and features. These features should be leveraged by brands as a quick and easy way to promote a bigger sense of community around their work.
Searches for community-driven play were common in top games like Grow a Garden. Search terms including “Admin Abuse” became frequent, referencing playful events held in the record-breaking rivalry between the games Steal a Brainrot and Grow a Garden, where the game creators engage with players by launching mutation events (mutated plants and brainrots earn players in-game money), free upgrades, and mini-games.The games collaborated with celebrities including Travis Kelce and the band Glass Animals, a strategy that beauty brands should tap into for success in 2026.
Different Devices, Different Desires
Brands building experiences on Roblox should note that players on different devices have unique preferences.
“Our expansion across devices and storefronts reflect how players actually engage on Roblox. Players who use multiple devices play 20% longer and spend 2.5 times more on Roblox than those who don’t,” explained McDuffee.
On mobile phones, the most common device type, users showed a liking for horror, escape, and obby content, nodding to a desire to engage in intense, immediate challenges. Tablet users most commonly searched for creative experiences including Build a Plane, and Dress to Impress, where they could make use of larger touch-enabled screens. On consoles, users seek action-oriented and licensed titles, alluding to more competitive interests.
What’s Next for Roblox in 2026
After fueling beauty marketing in 2025, Roblox is set to continue its momentum in 2026. With Gen Z spending an average of 12 minutes in branded experiences, far longer than typical social ads, Roblox presents both brands and consumers with new opportunities for engagement. So how can businesses stay on top of the game in the new year?
McDuffee explained that in order to stay culturally fluent and relevant in 2026, brands must “listen, iterate, and measure success in ways unique to immersive 3D environments.” From time spent in experiences to avatar-driven self-expression, they must ensure every aspect of the digital environment delivers meaningful value while staying true to the brand’s DNA.
