Elf explores immersive trading as part of its elf UP! on Roblox as the first cosmetics brand

In another eyes.lips.first., elf (NYSE: ELF) expands its partnership with Roblox (NYSE: RBLX), making elf the first beauty brand to test real-world trading on Roblox¹powered by Walmart. This initiative will continue elf’s mission to bring the best of beauty to every eye, mouth, and face, and connect with the vibrant and growing Roblox community, with over 12 million visits and counting.

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elf created a virtual kiosk in his environment immersive elf UP experience! on Roblox, where US visitors aged 13 and over can purchase a Roblox-exclusive, limited-edition physical product – the elf UP! Pets, celebrating the brand’s commitment to being cruelty-free and featuring one of the adventure’s favorite virtual animals. elf is also making a separate donation of $50,000 to the Humane Society of the United States to strengthen its support for animal welfare and give back to every eye, lip, face and paw.

elf’s Roblox elf UP! experience, which launched in November 2023, takes users on a dynamic, personalized journey designed to help them succeed as entrepreneurs and cultural changemakers. Users focus on startups that represent the places and causes they care about most. Since launch, the elf UP! experience on Roblox has received a 96% positive rating² and has gifted over one million free virtual items to Roblox users, making it one of the largest providers of free, limited-edition virtual items on the platform.

“elf UP! it has performed like wildfire since day one and continues to exceed all expectations, especially among our Gen Z community,” he said Kory Marchisotto, Marketing Director, elf Beauty“Testing commerce on Roblox is the next step in our journey of combining beauty with immersive platforms. We’re educating the Roblox community—and communities in digital spaces around the world—about social commerce with purpose. Our community deeply values ​​our cruelty-free superpower. Through elf UP! Pet Adoption Center, we learned how important this superpower is, shaping our approach in this space.”

“elf continues to break new ground on Roblox with thoughtful changes to the community experience and exclusive offers tailored to our platform,” he said Stephanie Latham, VP of Global Brand Partnerships, Roblox. “We are at the beginning of testing commerce on Roblox and are excited to continue taking steps with brands like elf towards building the future of shopping by making it immersive, 3D and social. Our vision is to ultimately enable brands and creators to transform their incredible brand loyalty and user engagement on the platform into a seamless shopping experience for new and existing audiences. The ability to shop on Roblox means brands can immerse communities in their stories and enable customers to complete their journey by purchasing while socializing with friends.”

In addition to the Elf UP! Pet Hoodie, users can also purchase a range of other physical products, including Elf’s vegan and cruelty-free lip and SPF products. These products have been carefully selected by Elf to underscore the company’s commitment to protecting animals and communities through SPF and lip products. The curated selection includes:

• Squeeze Me Lip Balm (virtual twin: Squeeze Me Grape hairstyle): A refreshing skin care product.
• Glow Reviver Lip Oils (Virtual Twin: Wings Lip Oil): To nourish your lips and give them a vibrant shine.
• Suntouchable Whoa Glow SPF 30 (virtual twin: Beach Bandau): They provide protection against the sun.

Eligible users who purchase these items through the elf UP! store the virtual kiosk experience will receive a “virtual twin” – a digital element available for use in Roblox. elf collaborates with renowned creators in the Roblox community to design these virtual items, enhancing each one with wigs, wings, and more to further elevate the experience for community members. Creator of the elf UP! Virtual Pets Hoodie item, SimplyALemon, especially well known for its collection of Kawaii items in its Roblox group Lemon Landadds another exciting layer of credibility and creativity to the project.

“I’m thrilled to be working with Elf and the Roblox community on this exciting project,” SimplyALemon said. “Designing virtual items that bring awareness to an important cause, enhance experiences, and tap into the creativity of the Roblox community has been incredible. The clothing and accessories embody the spirit of imagination and innovation that makes the Elf universe so special. I can’t wait to see how people enjoy these new pieces on the platform and in the physical world.”

Physical items that can be purchased through elf UP! Virtual Kiosk Experience will be available to users in the US on mobile and desktop. The elf UP! experience was developed by elf in partnership with eGen and Supersocial.

More information about the elf can be found on the website www.elfbeauty.com and follow elf’s social channels: @elfcosmetics on Instagram and @elfyeah on TikTok.

About elf Cosmetics

elf Beauty (NYSE: ELF) is fueled by the belief that anything is possible. We are a different kind of company that disrupts norms, shapes culture, and connects communities through positivity, inclusivity, and accessibility. elf Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, mouth, and face by combining the best elements of beauty, culture, and entertainment. Our superpower is delivering universally appealing, high-quality, affordable products that are elf clean, vegan, dual-Cruelty Free certified by both Leaping Bunny and PETA, and produced in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.

1With regardGlobal commerce in Roblox means the ability to buy and sell goods (items) and services that can be used in the physical world outside of Roblox, through the Roblox platform.

² As of June 24, 2024

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