E.l.f. Up! Roblox Experience Helps Drive 50% Sales Growth In Q1

Since its launch of e.l.f. UP! last year on gaming platform Roblox, e.l.f. Beauty has achieved the number one branded experience on the platform with a 95% positive rating and 14 million plays. The firm’s fiscal first-quarter sales jumped 50% to $324.5m.

E.l.f. Roblox
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E.l.f. Beauty, Inc.’s corner of the Roblox gaming platform – which the company made shoppable in the first quarter– is driving visibility and new business among the brand’s targeted audience of young consumers, according to CEO Tarang Amin.

“On Roblox, one of the world’s most popular virtual playgrounds among Gen Z and Alpha, since the launch of our...

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