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…
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