e.l.f. Cosmetics launches virtual styling experience on social media and metaverse platform ZEPETO
e.l.f. Cosmetics, which is part of e.l.f. Beauty, has landed on ZEPETO, an avatar-based social metaverse platform. It has launched Express your e.l.f. where players can discover the beauty trends shaping culture and turn them into complete virtual looks from head to toe.
“As a different kind of company, e.l.f. does not see boundaries between where beauty lives and where culture happens. From Twitch to Roblox and now ZEPETO, we meet our community where they like to play and give them a platform to fuel discovery, empowerment and self-expression. Every immersive experience we build is an extension of the same vision that drives everything we do: disrupt norms, shape culture and connect communities through positivity, inclusivity and accessibility,” says Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Brands.
ZEPETO players can now dress their avatars in e.l.f. designed digital looks with makeup from the brand’s Power Grip family and hairstyles, bags, jewellery and special effects items inspired by Power Grip’s colours and textures. Players can also show off their e.l.f. looks by snapping photos and videos against custom backgrounds and sharing them to the ZEPETO feed.
“By seamlessly blending e.l.f. Cosmetics’ iconic products with the year’s most defining trends, ZEPETO is making it possible to reimagine makeup as a comprehensive head to toe virtual styling. We are thrilled to pioneer these full looks designed by e.l.f., delivering a revolutionary brand experience that pushes the boundaries of virtual self-expression,” says Annette Lee, Head of Business Development, ZEPETO.
2026 RTIH Innovation Awards
Immersive experiences will be a key focus area at the 2026 RTIH Innovation Awards.
The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2026 shortlists and finalists here.
We received a record number of entries this year and many fantastic examples of technology excellence driving transformative change across the global retail sector.
Congratulations to all those who made it through the initial submission process! It’s now over to our star studded judging panel who will decide the winners to be announced at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London.
The event will be held on Wednesday, 4th November and consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.
Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.
