E.l.f. has become the first beauty brand to test real-world commerce in the Roblox virtual world, via the platform’s collaboration with Wa l mart. E.l.f. has created a virtual kiosk within its E.l.f.

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 Marketing ...