In another eyes.lips.first., e.l.f. is expanding its collaboration with Roblox making e.l.f. the first beauty brand to test real-world commerce on Roblox, powered by Walmart. The initiative will further e.l.f.'s mission to bring the best of beauty to every eye, lip and face, and engage with its vibrant and growing Roblox community of over 12 million total visits and counting. e.l.f. has created a virtual kiosk within its immersive e.l.f. UP!

experience on Roblox, where U.S. visitors aged 13 and up can purchase a Roblox-exclusive limited-edition physical product, an e.l.f. UP! Pets Hoodie, celebrating the brand?s commitment to being cruelty free and featuring one of the beloved virtual pets from the experience. e.l.f. is also making a separate $50,000 donation to the Humane Society of the United States to reinforce its support of animal welfare and appealing to every eye, lip, face and paw.

e.l.f.?s Roblox e.l.f. UP! experience, which launched in November 2023, takes users on a dynamic, personalized journey to become successful entrepreneurs and cultural changemakers. Users focus on startups that represent places and causes they care most about.

Since its launch, the e.l.f. UP! experience on Roblox has garnered a 96% positivity rating and has given over one million free virtual items to Roblox users, making it one of the biggest providers of free limited-edition virtual items on the platform. In addition to the e.l.f. UP!

Pets Hoodie, users can also purchase a selection of other physical products, including e.l.f.?s vegan and cruelty free lip and SPF products. These products were carefully selected by e.l.f. to emphasize the company?s commitment to protecting animals and its community with SPF and lip products. The curated selection includes: Squeeze Me Lip Balm (Virtual Twin: Squeeze Me Grape Hairstyle): A refreshing skincare product.

Glow Reviver Lip Oils (Virtual Twin: Lip Oil Wings): To nourish and add a vibrant glow to lips. Suntouchable Whoa Glow SPF 30 (Virtual Twin: Beach Bandau): Providing sun protection. Eligible users who complete a purchase of these items through the e.l.f. UP!

experience virtual kiosk will receive a "virtual twin" ? a digital item, available for use on Roblox. e.l.f. is collaborating with renowned Roblox community creators to design these virtual items, enhancing each with wigs, wings and more to further elevate the experience for its community members.

The creator behind the e.l.f. UP! Pets Hoodie virtual item, SimplyALemon, particularly well known for her Kawaii item collection in her Roblox group The Lemon Land, adds another exciting layer of credibility and creativity to the project.