e.l.f. Beauty launches makeup game and immersive beauty Roblox experience
e.l.f. Beauty has announced the launch of Glow Up!, a makeup game and immersive beauty experience on Roblox.
Designed for players 13+ in collaboration with eGen and Exclusible, Glow Up! includes a livestreaming option and launches with four characters that champion women in sports, business, music, and gaming.
The livestream mode enables players to interact with each other’s creations based on theme fit, creativity, and overall vibes, with the aim of encouraging friendly competition and community engagement.
“Our community doesn’t want to be marketed to - they want to be invited in to play, create, and express themselves,” says Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Beauty. “With Glow Up!, we build an experience rooted in co-creation and belonging to support the majority of gamers who use character personalisation to reflect who they are and what they stand for. Self-expression isn't a feature - it's essential.”
2025 RTIH INNOVATION AWARDS
Immersive experiences were a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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