Walmart, e.l.f. beauty and Roblox team up to build the future of shopping, making it immersive, 3D and social

Walmart is helping to expand real-world commerce on Roblox through a partnership with e.l.f. beauty’s e.l.f. UP! experience on the platform.

Users (13+ in the US) can now visit e.l.f. UP! and purchase three cruelty free products from Walmart.com directly on Roblox.

And similar to real-world commerce in Walmart Discovered, the purchase of a real-world item in e.l.f. UP! includes a virtual twin created by a Roblox creator, with the aim of making the experience more native to the platform.

“e.l.f. UP! has been lightning in a bottle since day one and continues to surpass all expectations, especially among our Gen Z community,” says Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty.

“Testing commerce on Roblox is the next evolution in our journey of merging beauty with immersive platforms. We are teaching the Roblox community - and communities in digital spaces everywhere - about social commerce with purpose. Our community deeply values our superpower of cruelty free products.”

“Through the e.l.f. UP! Pet Adoption Center, we’ve learned how essential this superpower is, shaping our approach in this space.”

“e.l.f. continues to break new ground on Roblox with its thoughtful iterations to the community experience and exclusive offerings tailored to our platform,” says Stephanie Latham, VP of Global Brand Partnerships, Roblox.

“We are in the early days of testing commerce on Roblox, and we are excited to continue taking steps with brands like e.l.f. towards building the future of shopping, making it immersive, 3D and social.”

“Our vision is to ultimately enable brands and creators to turn their incredible brand affinity and user engagement on the platform into a seamless shopping experience for their new and existing audiences.”

“The shoppable future of Roblox means that brands can immerse communities into their stories - and enable customers to complete their journey with a purchase while socialising with their friends.”