e.l.f. Cosmetics is applying a new layer of innovation to its Roblox experience, adding real-world commerce powered by Walmart. Starting today, beauty gurus can visit the e.l.f. UP! experience’s ...

Forbes contributors publish independent expert analyses and insights. I cover luxury beauty, fashion and innovation from Paris and London. The e.l.f. UP! experience on Roblox is gamifying the ...

E.l.f. Beauty will sell real-life makeup products that users can buy virtually on Roblox. The cosmetics company has drawn 12 million total visits on Roblox through its "e.l.f. UP!" program. In April, ...

Walmart goods can now be shopped and purchased within the Roblox gaming interface, Walmart Discovered.. Photo: Courtesy Walmart/Roblox Retail has gone Roblox. Today, Walmart debuted its partnership ...