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E.l.f. Cosmetics launches virtual styling experience on ZEPETO. E.l.f. Cosmetics has partnered with avatar platform ZEPETO to let users style its makeup range on their digital avatars, marking the brand's first virtual styling experience. What happened. E.l.f. Cosmetics has partnered with ZEPETO, the avatar-based social and virtual-world platform, to launch what the brand describes as its first virtual styling experience. The collaboration brings e.l.f.'s makeup range into ZEPETO's digital environment, allowing users to style and experiment with the brand's products on their avatars. Details of the rollout remain limited, but the move positions e.l.f. among a growing number of beauty brands extending their product experience beyond physical and e-commerce retail into avatar-based social platforms, where younger, digitally native consumers increasingly spend time and form brand associations. Why it matters. For beauty and other consumer brands, virtual styling tools signal a shift in where product discovery and experimentation now happen. Letting consumers try looks on an avatar rather than only via in-store testers or augmented-reality try-on apps on their own face extends the brand's reach into social, identity-driven spaces where self-expression - not just purchase intent - is the primary motivation. This also reflects a broader direction in digital transformation for consumer brands: treating avatar platforms and virtual worlds as legitimate, if still early-stage, channels for engagement, not just marketing gimmicks. The success of such initiatives will hinge less on the novelty of "being in the metaverse" and more on whether the virtual experience genuinely informs real-world purchase decisions or builds lasting brand affinity. The renascence take. Virtual try-on and avatar styling are often framed as innovation theatre, but the real test is behavioral: does the experience change how a customer feels about the brand once they close the app? Most coverage of brand-metaverse tie-ups focuses on the novelty, but the service-design question is whether the virtual interaction reduces friction or risk in a real purchase decision - letting someone "feel" a look before committing, rather than simply existing as a digital billboard. Brands that treat these platforms as genuine extensions of the customer journey, with a clear path back to product discovery or purchase, will outperform those using them purely for visibility. E.l.f. has built a reputation on fast-follow, culturally fluent marketing; the operators to watch will be those who can show this translates into measurable engagement or conversion, not just media coverage of the launch itself. This briefing was written by its Newsdesk, synthesising reporting from the outlets below. Follow the links for the original coverage. Questions Renascence get on this topic. E.l.f. Cosmetics has partnered with avatar-based platform ZEPETO to launch its first virtual styling experience, letting users apply and experiment with e.l.f. makeup products on their digital avatars. More in Marketing Stay ahead of CX Get the signal, not the noise. The stories shaping customer experience - plus the Journal and Experience Loom - in your inbox.

E.l.f. Cosmetics launches its first virtual styling experience on ZEPETO: "Express your e.l.f." The immersive experience enables players to discover, create and express themselves with e.l.f.-designed avatar looks Published on 10/12/2026 at 12:02 am EDT Business Wire e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), is bringing its bold beauty approach to ZEPETO, an immersive, avatar-based social metaverse platform. Now available on ZEPETO, e.l.f. launched "Express your e.l.f." where players can discover the beauty trends shaping culture and turn them into complete virtual looks from head to toe. The collaboration extends e.l.f.'s commitment to meeting its community in unexpected places and making the best of beauty - and the joy of discovery around it - accessible to every eye, lip and face wherever they choose to game. Knowing ZEPETO players update their avatars 14+ times a week, e.l.f. jumped on the opportunity to help these players look and feel their best. With the no. 1 branded makeup game on Roblox (Glow Up!), the no. 1 beauty brand on Twitch, and now ZEPETO, e.l.f. continues to surprise and delight its community with destinations to explore beauty through play. ZEPETO sits at the intersection of culture, connecting with players all over the world. As reported by ZEPETO, they have: * More than 400 million registered accounts * 15-20 million monthly active players * Predominantly female community and approximately 70% Gen Z "As a different kind of company, e.l.f. does not see boundaries between where beauty lives and where culture happens. From Twitch to Roblox and now ZEPETO, we meet our community where they like to play and give them a platform to fuel discovery, empowerment and self-expression. Every immersive experience we build is an extension of the same vision that drives everything we do: disrupt norms, shape culture and connect communities through positivity, inclusivity and accessibility," said Patrick O'Keefe, Chief Integrated Marketing Officer, e.l.f. Brands. As part of "Express your e.l.f.," ZEPETO players can now dress their avatars in e.l.f.-designed digital looks with makeup from e.l.f.'s Power Grip family and hairstyles, bags, jewelry and special effects items all inspired by Power Grip's colors and textures. Players can also show off their e.l.f. looks by snapping photos and videos against custom e.l.f. backgrounds and sharing them directly to the ZEPETO feed. Together, these features turn the traditional beauty counter into a social playground where experimentation, styling and community meet. "By seamlessly blending e.l.f. Cosmetics' iconic products with the year's most defining trends, ZEPETO is making it possible to reimagine makeup as a comprehensive head-to-toe virtual styling. We are thrilled to pioneer these full-looks designed by e.l.f., delivering a revolutionary brand experience that pushes the boundaries of virtual self-expression," said Annette Lee, Head of Business Development, ZEPETO. "Express your e.l.f." is now available on ZEPETO. Enter the experience here. About e.l.f. Brands e.l.f. Brands, part of e.l.f. Beauty (NYSE: ELF), includes e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, and is fueled by a mission to make the best of beauty accessible and a purpose to make the world a better place for every eye, lip and face. Purpose led and results driven, e.l.f. Beauty is a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. As a bold disruptor with a kind heart, e.l.f. Brands' superpowers are delivering universally appealing, premium-quality products at affordable prices that are vegan, e.l.f. clean and double-certified by Leaping Bunny and PETA as cruelty-free. e.l.f. Brands are proud to have products made in Fair Trade Certified(TM) facilities. Learn more at www.elfcosmetics.com. About ZEPETO ZEPETO is an immersive avatar-based social universe where users create digital identities, explore virtual worlds and connect through shared experiences. With more than 400 million registered accounts and 15-20 million monthly active users, ZEPETO's global community is predominantly female and approximately 70% Gen Z. The platform gives creators, communities and brands tools to build, style and socialize in a constantly evolving virtual world. Learn more at zepeto.me. View source version on businesswire.com: https://www.businesswire.com/news/home/20261011222519/en/ (C) Business Wire - 2026

ELF Squeeze Me Lip Balm Favor Flashback Collection. ELF has launched a brand new collection of flavors of their squeezy lip balms. The ELF Squeeze Me Lip Balm Favor Flashback Collection includes five delicious flavors, which are all inspired by iconic retro foods and drinks. Keep on reading to find out more... The classic Squeeze Me Lip Balms come in color coordinated squeezy plastic tubes, with the colors representing the flavor the lip balm. For this limited edition Flavor Flashback collection, each of the tubes have a super cute dangling gold charm from the top corner of the tube, with a charm to represent the flavor. Banana Candy has a little banana charm, Fruit Punch Pouch has a pineapple, Fruity O's has a cherry, Mall Pretzel has a diamond which is kinda random, and Milk Carton has a milk carton charm. All five flavors within the ELF Squeeze Me Lip Balm Favor Flashback Collection are limited edition, and hydrate your lips with a sheer tint of color; * Fruity O's: green * Milk Carton: white * Mall Pretzel: brown * Fruit Punch Pouch: red * Banana Candy: yellow For the formula of the Squeeze Me Lip Balms, they're lightweight lip balms that hydrate and nourish the lips, with nourishing ingredients like shea butter, hyaluronic acid and goji berry, and all five flavors are available now. *This post contains affiliate links. Images belong to respective brands. Edits made by Durbin Rock.