Across the Roblox platform, e.l.f.’s presence has been rooted in expanding how players express their e.l.f. Now, we’re helping unlock the next evolution of self-expression on the platform.
As exclusive title brand sponsor and founding launch partner of Roblox’s new avatar makeup, e.l.f. is helping introduce new ways for players to show up, create and express themselves across one of the world’s largest digital platforms.
For Gen Z and Gen Alpha, avatars are more than digital characters. They are a form of identity.
60% of gamers say self-expression through gameplay is more important to them than ever before*
55% say their avatar represents them better than their physical self**
This shift is shaping how players show up in digital spaces and why tools for self-expression matter more than ever.
Since launching e.l.f. UP! in 2023, e.l.f. has been creating Roblox experiences that empower players to be their most authentic selves. From inspiring young entrepreneurs in e.l.f. UP!, building financial confidence through Fortune Island, and redefining virtual beauty play with Glow Up!, each experience is designed to invite the community in and fuel self-expression through creativity and play.
“The gaming community doesn’t want to be marketed to. They want to be invited in to play, create and express themselves,” said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty. “On Roblox, avatars are signals of identity. They are how players experiment, connect, and show the world who they are. Bringing advanced makeup technology into that experience gives them more ways to express their e.l.f. with creativity, confidence and zero compromise.”
Makeup is never one-size-fits-all, and that same spirit of creativity comes to life on Roblox. Users can create their own unique look across Eyes, Face, Lips, Eyelashes and Eyebrows, or choose full-face looks that bring it all together. Opportunities for self-expression go far beyond the expected, with face paint, battle scars, camouflage, intricate art and other expressive details that can help transform an avatar into anything from a mysterious wizard to a bubbly pop star.
By using the same facial mapping data that identifies where eyes and mouths are placed, makeup can show up beautifully across faces, making everything from eyeshadow to lip gloss feel true to each avatar’s look. Like makeup in real life, makeup on Roblox is also layered, but with far more flexibility than traditional character design systems that often rely on simple recoloring or full-part swaps. That means users can mix, match and layer products however they want to define their style on their own terms. With physically based rendering effects, creators can take their looks even further with glossy lips, luminous highlighter and metallic shadow that add even more depth, detail and dimension.
“Every time Roblox adds a new feature to its platform, we want to be the first to build on it with our partners. Makeup on Roblox isn’t just a cosmetic feature, it’s a whole new identity system for millions of players. Working with e.l.f. to shape how that launches has been about ensuring self-expression on the platform feels as limitless as it does in real life,” said Brad Timmins, Founder & CEO, eGEN, e.l.f.’s immersive marketing kindred spirits and partner on the launch.
Today’s launch includes over 100 makeup items, with more to come. The exclusive avatar makeup collection was co-designed by e.l.f.’s Head of Artistry, Nicole Faulkner (@Lipsticknick), alongside Kestrel, a woman-led, Roblox-native studio and official consultant on this advanced avatar makeup technology – bring together beauty expertise and creator-led insight to ensure the experience feels native to how the Roblox community creates and expresses itself.
Operating through our zero distance model, we are meeting our community where they already are and creating alongside them to build more opportunities for players to express themselves authentically. Roblox now reaches more than 380 million monthly active users, making it a space where identity, creativity and connection continue to evolve.
Making the best of beauty accessible to every eye, lip and face doesn’t stop at the physical world. It shows up wherever our community does.
* Fandom Inside Gaming Report, 2024
** PION Youth Trends Report, 2025