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 ...

Andrew Kessel was a breaking news writer for Investopedia until October 2025. He previously covered markets for Proactive Investors, with a focus on small-cap stocks in fintech, healthcare, mining, ...

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 sister ...

Within the world of Roblox, e.l.f. Beauty created a virtual kiosk located in its immersive UP! Experience, where visitors can purchase an exclusive limited-edition physical product. The selection ...