On April 1, Roblox launched a new makeup category in its avatar marketplace, allowing users and brands to mix and match eyes, lips, face paint, brows, and lashes for full-face looks. The debut includes over 100 items and supports not just traditional cosmetics but also face paint, team flags, battle marks, and camouflage tailored to specific game experiences.
Roblox revealed that in the first half of 2025, players updated their avatars an average of 274 million times per day — a clear sign of massive demand for personalization. The makeup feature also opens new business opportunities for brands looking to reach audiences through virtual fashion. US cosmetics brand Elf Cosmetics has already signed on as the launch sponsor, developing virtual items tied to its real-world product line.
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