e.l.f. Cosmetics Innovates with Real-World Commerce on Roblox!

Starting this summer, beauty enthusiasts can now order select e.l.f. products through the e.l.f. UP! virtual kiosk in Roblox, thanks to a new partnership with Walmart. Back in April Walmart and Roblox announced a partnership with “Walmart Discovered” Roblox game, where players can buy real world items. This is the next step, incorporating Walmart e-commerce in other Roblox games.

🛍 What’s New?

Through in-game virtual kiosks in the Tycoon game, players can purchase virtual items that also have a physical real-world product that will be shipped to their home via Walmart. To start, players can buy:

Squeeze Me Lip Balm  (Virtual Twin: Squeeze Me Grape Hairstyle)

Glow Reviver Lip Oils (Virtual Twin: Lip Oil Wings)

Suntouchable Whoa Glow SPF 30  (Virtual Twin: Beach Bandau)

I’m super bullish on creator platforms becoming shopping destinations. Roblox, Fortnite, Minecraft and eventually GTA VI will have built in massive audiences that spend huge amounts of time in their ecosystems. These platforms are the social media of today for young people and adding ecommerce is a natural next step.