55% Of Gen Z Choose e.l.f. Beauty Avatars Over Real Life On Roblox

Glow Up! brings real-world artistry to Roblox Launched as a “next-generation makeup game,” Glow Up!

introduces a layered makeup system that allows for millions of unique looks, bringing real-world techniques into the Roblox ecosystem with modern finishes, textures, and step-by-step routines that feel like actual beauty tutorials.

Players choose themes, then apply virtual cosmetics using realistic controls, crafting everything from natural, everyday looks to bold, imaginative transforms that push creative boundaries. This realism is key to how e.l.f.

Beauty is positioning Glow Up!—less like a simple dress-up game and more like an immersive beauty lab where users can test, refine, and show off their artistry in a low-pressure digital space…