e.l.f. Beauty is leveling up its gaming strategy with Glow Up!, a new Roblox experience that blends high-fidelity virtual makeup, community-driven play, and inclusive storytelling for the next generation of beauty fans. Designed for players 13+, Glow Up! turns avatar customization into a full-fledged beauty studio, mirroring real-world artistry while keeping experimentation fun and accessible.
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. For beauty and retail brands, it signals how virtual try-on and gamified artistry could evolve beyond filters into interactive, game-led experiences that mimic the nuance of real makeup application.
Self-expression is the core gameplay
Glow Up! is built around the insight that 60% of gamers say self-expression through gameplay is more important to them than ever, and that 55% of Gen Z/Alpha feel their virtual avatar represents them better than their physical self. In Glow Up!, players step into the role of makeup artists preparing characters for major life moments, using beauty as a storytelling tool to reflect personality, mood, and identity.
The experience introduces a “community livestreaming” style mode where players can showcase their finished looks based on theme fit, creativity, and overall vibe. Other users can interact with these creations, turning every look into content and creating a feedback loop that feels similar to social platforms—but contained within the Roblox environment.
Inclusivity is baked into the characters
From launch, Glow Up! centers representation with four unique characters that champion women in sports, business, music, and gaming, reflecting e.l.f. Beauty’s broader mission to make every “eye, lip, and face” feel seen. These characters are designed as starting points, not limits—players can elevate, remix, and reinterpret their looks to mirror their own identities, ambitions, and aesthetics.
New, diverse characters will drop monthly, a cadence inspired by the finding that over half of younger players feel more accurately reflected in their avatars than in real life. This rolling release strategy keeps the experience fresh while steadily expanding the spectrum of stories and identities represented in-game, aligning with e.l.f. Beauty’s commitment to inclusivity and ongoing community engagement.
Co-creation, not just marketing
“Our community doesn’t want to be marketed to—they want to be invited in to play, create, and express themselves,” Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Beauty, said, emphasizing that Glow Up! is built as a co-created world rather than a one-way brand activation. The experience is rooted in belonging, designed for the majority of gamers who use character personalization to show who they are and what they stand for.
Glow Up! sits alongside other e.l.f. Beauty experiences on Roblox, including e.l.f. UP!, which inspires young entrepreneurs, and Fortune Island, which introduces financial literacy concepts through play. Together, these worlds form a connected ecosystem where self-expression, ambition, and education meet, reflecting the brand’s stated mission to “leave the platform better than they found it.”
Strategic partnerships and what’s next
Glow Up! was developed in collaboration with e.l.f. Beauty’s longtime partner eGen and Exclusible, marking the brand’s first partnership with the studio known for high-end, gameplay-first virtual experiences. That combination of deep beauty-brand understanding with advanced game design signals an ambition to compete at the top tier of branded experiences on Roblox, not just in beauty but across lifestyle and culture.
Players can access Glow Up! through the e.l.f. UP! Community on Roblox, plugging into a broader hub where beauty, business, and financial empowerment collide. For retail and beauty watchers, Glow Up! offers a blueprint for how brands can build persistent, community-led virtual worlds that go far beyond simple sponsorships into always-on, co-created digital flagships.
