E.l.f. Beauty is selling real-life beauty products on the online gaming platform Roblox, the retailer said Monday, sending its shares higher.

The e.l.f. UP! Roblox experience will help Gen Z learn essential entrepreneurship skills through tycoon-style gameplay.

e.l.f. Launches Its First-Ever Experience on Roblox, Empowering Entrepreneurs and Cultural Changemakers to Bring Passion Projects to Life ...

E.l.f.’s first Roblox experience responds to a perceived entrepreneurial streak in Gen Z, seeking to imbue the cohort with the skills needed to succeed in a changing economy. The announcement ...

With a focus on edutainment, the Roblox activation from beauty brand e.l.f. enjoins its Gen-Z fans to create their dream start-up and hone their entrepreneurial skills.

E.l.f. Beauty is known for making viral, lower-priced makeup products and promoting them on platforms like TikTok and Roblox.

Tune in on November 13 at 4pm PT. This special e.l.f. & Beekman Roblox experience will begin on World Kindness Day on November 13.