The complete guide for beauty brands breaking into Roblox

By Alessandro Carrara | Published: 27-Jun-2024

The community-driven online game platform has caught the eye of beauty brands large and small. Here is what businesses need to know to make the most out of Roblox

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Beauty is no stranger to outlandish marketing methods, but Roblox has become one of the industry's most unusual, yet successful, platforms to win over shoppers.

From indie favourites like Sol De Janeiro to luxury giant L'Oréal, the gaming site used by over 77 million active players is being tapped by more beauty brands than ever.

Roblox players want what the beauty industry is offering as well, with Fenty Beauty’s ‘Skin Experience’ world having been visited more than 1.4 million times by users.

e.l.f. Beauty’s UP! Tycoon game, focused on creating and maintaining a beauty store, has also been played over 12.8 million times.

Roblox has proven itself worthy of investment from beauty brands, so here is how businesses can tap into it most effectively.

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