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e.l.f. Cosmetics Welcomes Kuromi™ to Glow Up! for Her First-Ever Roblox Collaboration Outside Sanrio®’s Universe

ELF
  • e.l.f. Cosmetics & Sanrio announced a collaboration to bring Kuromi into e.l.f.'s Roblox experience, Glow Up!, marking Kuromi's first brand partnership on the platform.
  • The limited-time experience launches to coincide with Kuromi's Halloween birthday & her annual Month of Mischief, featuring a dedicated lobby, whimsigoth looks, & themed in-game items.
  • New content for the collaboration will continue through the holiday season, with the experience debuting in October 2026.
  • Glow Up! is currently the number one branded makeup game on Roblox with over 12 million visits, while e.l.f.'s total Roblox experiences have surpassed 45 million visits.
  • Kuromi ranks as the number four character in Sanrio's Annual Character Ranking contest, reflecting her global popularity.
  • The partnership targets Gen Z & Gen Alpha, with 90% & 94% of these generations respectively engaging with gaming through playing, viewing, owning, or social behavior.
  • Players can enter a Kuromi-inspired lobby, try new rebellious yet girly style looks, & unlock limited-edition items to customize their avatars.
  • Patrick O'Keefe of e.l.f. Brands & Jill Koch of Sanrio highlighted the shared values of self-expression, individuality, & creativity driving the collaboration.
  • e.l.f. partnered with eGEN, a global immersive marketing consultancy, to develop & execute the experience.
  • The collaboration is available for a limited time within Glow Up! on Roblox.