e.l.f. Cosmetics launches Roblox game to teach entrepreneurship

e.l.f. Beauty is launching a Roblox game, e.l.f. UP!, to help Gen Z and Alpha strengthen their entrepreneurship skills. In the game, players custom build their own dream startups and learn key skills like financial literacy and raising awareness through gamified experiences.

e.l.f.’s flagship products inspired the tycoon-inspired gameplay experiences. These include the Big Mood recording studio and fantasy chocolate shop, Holy Hydration! underwater sea life charity and animal rescue and the Power Grip extreme climbing gym and tech startup.