e.l.f Beauty launches Roblox game

Cosmetics brand e.l.f Beauty has launched a new makeup game Glow Up! On Roblox

Designed for players 13+, Glow Up! offers a new, inventive, and layered makeup system that allows for millions of unique looks; realistic finishes, textures, and makeup routines that mirror real life; and community"Livestreaming" to compete and celebrate through themed challenges.

“Our community doesn’t want to be marketed to—they want to be invited in to play, create, and express themselves,” said Patrick O’Keefe, chief integrated marketing officer, e.l.f. Beauty. “With Glow Up!, we build an experience rooted in co-creation and belonging to support the majority of gamers who use character personalisation to reflect who they are and what they stand for. Self-expression isn't a feature - it's essential.”