Roblox is launching e-makeup.
The gaming platform, which counts a growing base of 144 million daily active users, has unveiled an inaugural assortment of 100-plus makeup items via its Avatar Marketplace and Customize tab including face paint; eye shadow and blush looks; full-face beats; decals, and more.
The launch marks the first time Roblox users will be able to customize their avatars with makeup outside of playing select branded experiences on the platform, like NARS Cosmetics‘ Color Quest game, which launched in 2022 and allowed avatar customizations.
While E.l.f. Cosmetics is the title sponsor of the makeup foray, the looks featured were developed by Roblox users and are the first of many — developed by users and brands alike — that will hit the platform in the coming weeks as it leans further into beauty.
“Our research shows that about 58 percent of our users say they used makeup in real life during the last three months, but almost 80 percent say they want to have makeup for their avatar,” said Allison McDuffee, Roblox’s global head of insights.
The new makeup items start at 30 Robux, which is the platform’s fictional currency that must be purchased using real money — $1 equals 100 Robux.
Sales of Robux are a significant revenue stream for Roblox, which in its recent fourth-quarter earnings call reported that bookings — which represent spending on the site, nearly all of which comes from sales of virtual currency — reached $2.2 billion globally during the period, up 63 percent year-over-year.
Makeup looks available for purchase on Roblox.
Data from Takeaway Reality, a development agency that partners with Roblox, shows that 56 percent of the platform’s users are under the age of 17, and roughly 44 percent are female. The Asia-Pacific region is Roblox’s most prominent by user location.
Data from Roblox, meanwhile, shows that each day, 274 million avatar updates are made on the platform, indicating opportunity and appetite for more beauty customizations.
“We’re beginning our rollout with over 100 makeup items made by members of our community, with more coming to the Marketplace every day from both creators and brands,” said Winnie Burke, head of fashion and beauty partnerships at Roblox.
