e.l.f. Beauty's Fortune Island has hit over 1.7 million users on Roblox so far, the firm said on Sunday.

Fortune Island is an online game designed by the cosmetics retailer to help Gen Z players develop money management skills through interactive challenges.

The experience, which was developed by metaverse studio Karta in collaboration with Chime, marks the first time a beauty brand has introduced financial education on the platform.

In a LinkedIn post Patrick O'Keefe, chief integrated marketing officer at the American cosmetic firm said: " With 88K+ daily visits and a 95 per cent approval rating, it’s clear: when you lead with purpose, the next generation listens—and levels up.”

He added that e.l.f.'s strategy is focused on developing control and preparedness for the future, with the game offering a platform to educate younger generations on topics such as financial literacy through play.

“Girls are dropping out of financial conversations too early,” O’Keefe added. “We built this to bring them back in—stronger, smarter, and more self-assured.”

On Friday, Roblox, which totals around 97.8 million daily users, announced it will enable users to buy physical products directly within the online game and receive avatar items as part of their purchase thanks to a partnership with Shopify.

With the move, eligible creators (including brands) will be able to pair physical purchases with digital items via Roblox's new commerce APIs, with Shopify as Roblox's first integration partner.

Brands such as Fenty Beauty are starting to use commerce on Roblox. The company's new purchasable game offers a brand-new shade of its Gloss Bomb Universal Lip Luminizer exclusively in the game, allowing fans to explore, discover, create and purchase without leaving Roblox.

Singer The Weeknd is also exploring commerce as part of his innovative playable world-building experience launching on Roblox on Saturday.

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