NEW YORK, December 18, 2025 — Leads & Copy —
e.l.f. Beauty (NYSE: ELF) has launched Glow Up!, a next-generation makeup game and immersive beauty experience on Roblox (NYSE: RBLX). This initiative aims to redefine virtual makeup and community engagement within the gaming platform.
Designed for players aged 13 and older, Glow Up! seeks to deliver an aspirational and accessible experience through:
- Next-Gen Tech: A makeup system allowing millions of unique looks.
- High-Fidelity Realism: Realistic finishes, textures, and makeup routines.
- Community “Livestreaming”: Themed challenges for competition and celebration.
- Inclusivity at the Core: Four unique characters championing women in sports, business, music, and gaming.
Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Beauty, emphasized the importance of co-creation and belonging, noting that gamers use character personalization to express themselves. He stated that self-expression is essential to the experience.
The game introduces diverse characters monthly, inspired by the trend of Gen Z/Alpha individuals who feel their virtual avatars represent them better than their physical selves. Players act as makeup artists, preparing characters for significant life events by selecting themes and applying virtual cosmetics. A “livestream” mode allows players to interact with each other’s creations, fostering community engagement through friendly competition.
e.l.f. Beauty’s Roblox ecosystem includes e.l.f. UP!, which inspires young entrepreneurs, Fortune Island, which introduces financial literacy, and Glow Up!, which focuses on self-expression. These experiences reflect e.l.f. Beauty’s mission to positively impact the platform.
Glow Up! was developed in partnership with eGen and Exclusible. To play Glow Up!, visit the e.l.f. UP! Community on Roblox.
e.l.f. Beauty believes that anything is possible, disrupting norms and connecting communities through positivity, inclusivity, and accessibility. e.l.f. Beauty and its brands offer clean and vegan products and the company donates at least 2% of the prior year’s profits to organizations that make positive impacts.
Contact:
Melanie Wiesenfeld
pr@elfbeauty.com
Source: e.l.f. Beauty
