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RATING
Glow Up!
by E.l.f.
Client
e.l.f.
Launch Date:
December 2025
Gen A and Gen Z don't just consume beauty, they create it. When e.l.f. saw the Roblox community turn dress-up games into the platform's most popular genre, we recognized kindred spirits and a bold opportunity: shift the focus from fashion to what we do best: faces. Roblox is built on creation, community, and social play, which propelled it to the number one platform where Gen A and Gen Z spend most of their time. Naturally, it offered e.l.f. a space to connect with a new audience through play rather than standard marketing promotion.
e.l.f. set out to do something that had never been done on Roblox. Dress-up experiences are among the most popular genres on Roblox, but usually focus on fashion instead of beauty. e.l.f. reinterprets that genre by shifting attention from outfits to the face, from fashion to cosmetics, and from predefined looks to endless creativity.
More Than Makeup
e.l.f. had two bold goals:
• Develop the most ambitious beauty game on Roblox by combining unsurpassed technical complexity and beautiful graphic quality.
• Create a Roblox game with lasting appeal that connects authentically with players, not as a marketing vehicle but as a valued community experience.
To achieve these objectives, the strategy was to position the game as a creative tool rather than a product-centric or beauty-lesson branded experience. Within the game, players are free to experiment, explore, and create signature looks on their own terms, without judgment or pressure. Because creativity isn't about following tutorials, it's about giving players the freedom to experiment, explore, and express themselves without judgment. That's how you democratize beauty.
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How GLOW Up! Works
Glow Up! is built around an advanced and complex makeup engine, which is a first on the Roblox platform, because when you're not afraid to push boundaries, you create what didn't exist before. In addition, more than 500 beauty items were created as Roblox 3D assets across multiple categories: eyes, lips, face, hair, accessories, etc.
The multiplayer gameplay revolves around short, themed makeup challenges. Players enter a shared lobby, a prompt is selected at random, and each round begins with the choice of a character to work with.
Create Your Signature Look
The experience launched with a cast of characters created with distinct identities to humanize the game and help players form a connection. Lily, Amara, Mei, Jiya, and Farrah all have a backstory and offer different starting points for players to keep creating new looks. We gave players dream chasers to step into, not blank canvases to project onto. For example, Lily is presented as an up-and-coming esports competitor balancing competition, self-care, and creativity, giving players a relatable identity to step into rather than a neutral avatar.
Once a character is selected, players have four minutes to create a look that interprets the round’s theme. Prompts are open-ended, allowing for multiple interpretations instead of “correct” answers. Characters are shown from the shoulders up, placing the focus entirely on facial features, expressions, and makeup details rather than outfits or full-body styling.
Players can experiment across multiple makeup categories and creative elements, combining eyes, lips, and facial features to interpret each prompt. Options include eyeshadow, eyeliner, lashes, brows, blush, contour, highlighter, lipstick, and more than 35 skin tones, alongside decorative details such as freckles, markings, and creative facial accents. With dozens of options per category, all shared across characters and adapted to different facial structures, the system enables thousands of possible combinations centered on makeup expression.
At the end of each round, looks are presented to the group for voting. Results are revealed on a podium, showcasing the top three creations before players return to the lobby for the next round.
The voting stage is fun and mimics a social media feed, where players can react with emojis or even choose various facial expressions for their avatar. The winners are revealed through Instagram-inspired cards. The gameplay loop is endless, as players can use the points they earn to unlock new items or full looks.
e.l.f. products show up naturally throughout the experience: present but never pushy, just like in real life. It blends in perfectly through the gameplay and the players’ journey.
Glow Up! by E.l.f.
Glow Up! proves what happens when you recognize your community as creators, not consumers. You don't just make a game, you give millions of players a platform to prove that anything is e.l.f.ing possible!