Roblox is ramping up its play in the beauty space with the introduction of make-up for avatars.
The online gaming platform hosts community-created worlds where users can also customise their avatar’s clothes, accessories and body shape.
Roblox players can now adapt their avatar’s make-up with more than 100 different items, including for eyes, eyelashes, eyebrows, lips and faces.
Options include traditional make-up looks, as well as elaborate full-face paint, team flags and camouflage, among other decorations.
The expansion into make-up opens the door for beauty brands and digital make-up artists to create looks on the platform.
For the launch, e.l.f. Beauty has partnered with top Roblox creators to develop looks using their products, offering a ‘try before you buy’ virtual experience.
“Roblox Make-up is our love letter to a community that does not follow culture, it creates it,” said Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Beauty.
“As identity moves seamlessly between digital and physical worlds, e.l.f. Beauty shows up across both, giving our community the tools to express who they are, everywhere they exist.”
Roblox has 151.5 million daily active users, the majority of which are Gen Z.
Users update their avatars 274 million times a day, on average, according to the online gaming platform.
New research by Roblox found that 81% of users said that avatar make-up is an important part of their digital identity.
A further 83% of Gen Z make-up users said they were interested in putting products from their favourite make-up brands on their avatar.
Meanwhile, 76% of make-up users surveyed on the platform, and 71% of all Gen Z Roblox users surveyed, agreed that putting a brand’s make-up on their avatar would make them more likely to consider using that brand in real life.
E.l.f. Beauty was an early adopter of the Roblox platform, launching a gaming experience that taught entrepreneurship in 2023.
The company said in 2024 that e.l.f. Beauty’s UP! Tycoon game activation, focused on creating and maintaining a beauty store, had been played more than 12.8 million times.
Other beauty brands have followed, including cosmetics giant Fenty Beauty, fragrance line Dolce & Gabbana, make-up brand essence and Galderma’s acne brand Differin,