e.l.f. Cosmetics Launches its First Virtual Styling Experience on ZEPETO: “Express Your e.l.f.”
Business Wire•12/10/2026•00:01 ET
1
Key Highlights
- ➤e.l.f. Cosmetics launches “Express your e.l.f.” virtual styling experience on ZEPETO
- ➤ZEPETO reports more than 400 million registered accounts
- ➤ZEPETO reports 15-20 million monthly active players
- ➤ZEPETO community is approximately 70% Gen Z
- ➤e.l.f. expands virtual beauty activations beyond Roblox and Twitch to ZEPETO
Expert Statements
Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Brands
“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”
Annette Lee, Head of Business Development, ZEPETO
“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”
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
Get started
Create a free account to read the full story.