E.l.f. Beauty is selling real-life beauty products on the online gaming platform Roblox, the retailer said Monday, sending its shares higher.

Aspiring beauty gurus can now purchase a selection of physical e.l.f. Cosmetics products through its Roblox experience, powered by Walmart.

Roblox is planning to soon introduce ads in between games to grant players rewards and it's one step closer to their already rich ecosystem.

e.l.f. Launches Its First-Ever Experience on Roblox, Empowering Entrepreneurs and Cultural Changemakers to Bring Passion Projects to Life ...

Dive Brief: E.l.f. Beauty is testing real-world commerce capabilities within its E.l.f. Up! experience on Roblox as part of an extended partnership with the platform, according to details shared with ...

In addition to Fortnite and Roblox spam, Sonatype has recently identified multiple campaigns targeting users of Discord, a messaging platform popular among gamers.

E.l.f. Beauty is known for making viral, lower-priced makeup products and promoting them on platforms like TikTok and Roblox.