Maybelline enters Roblox

Maybelline New York has ventured into the virtual world of Roblox

Through a partnership with Splash, the brand has launched a 360-brand campaign that specifically targets the music community within Roblox.

Within the virtual world, Maybelline offers virtual makeup looks, mini games, and exclusive music, creating an immersive experience that promotes self-expression, a core value of Maybelline New York.

Emily Arkells, VP of digital for Maybelline New York, said: "Our partnership with Splash on Roblox allows us to seamlessly integrate our products into an interactive world. With a diverse range of virtual makeup looks created by talented makeup and 3D artists, users can now experiment with different styles and expressions within the virtual world of Roblox through the music game Splash.