e.l.f. Beauty (NYSE: ELF) is making history as the first-ever beauty brand to launch a financial literacy game on Roblox. This experience is specifically designed to empower the Roblox community through engaging financial literacy education while fostering self-confidence among players. Developed by Karta, “Fortune Island: Earn Learn Flex,” in partnership with Chime, a leading financial technology company and the No. 1 most loved banking app1, was created by e.l.f. to unite the community in a fun, engaging way while teaching essential financial decision-making skills.
With over 50% of Gen Z expressing their desire to become entrepreneurs*, it's clear that this generation has ambitious goals. e.l.f.‘s existing Roblox experience e.l.f.UP! invites the community of young entrepreneurs to build their dream business. e.l.f. UP! boasts impressive statistics, including 22.1 million total lifetime visits (as of April 11, 2025), 1.29 million average monthly visits and a 96% approval rating.
“Gen Z would rather talk about literally anything than money or debt — so we flipped the script,” said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty. “We created ‘Fortune Island: Earn. Learn. Flex.’ to equip our community with the skills and swagger to be their best e.l.f. selves. By building real connections and fueling personal growth, we’re not just creating a safe space — we’re creating a launchpad for Gen Z to flex their power, own their future and thrive on their terms.”
However, social media and other factors have contributed to feelings of financial insecurity, causing Gen Z to struggle with managing money and planning their financial future*. Also, 1 in 3 Gen Z's lack confidence in managing finances, and 3 in 4 feel they only have enough money to survive, not thrive*. To provide our community with the tools they need, e.l.f. partnered with Chime to bridge the financial literacy gap and empower our community by providing an engaging platform to learn about personal finance.
In its commitment to emphasize for the Every in every eye, lip and face, e.l.f. developed this original social story game based on educational milestones for each financial life stage, from early education for teens to investment strategies for those closer to retirement. Gamers progress through four unique stages, facing ‘real-world’ scenarios that help them learn how to save money, budget wisely, protect investments and invest with purpose.
“The most successful brands on Roblox are on the pulse of Gen Z culture, are authentic to what they stand for, and meet their audiences where they are spending time,” said Justine Higueras, Head of Beauty Partnerships at Roblox. “This includes e.l.f., a fan favorite already with proven success on the platform, and now Chime coming together to engage and empower our community of millions of Gen Z users, and look for creative, new ways to enhance their experience on and off the platform.”
e.l.f. and Chime are changing the game for our community and how they engage with financial education. By combining the power of storytelling, gaming and social connection, e.l.f. is leading the charge in empowering the next generation to make informed financial decisions to achieve their dreams.
Dive into the world of financial literacy and play today on e.l.f. UP!: https://www.roblox.com/communities/16231884/e-l-f-UP#!/about
*Source: Intuit Prosperity Index Study – January 2023