e.l.f. Cosmetics Welcomes Kuromi™ to Glow Up! for Her First-Ever Roblox Collaboration Outside Sanrio®’s Universe
Business Wire•20/10/2026•00:01 ET
3
Key Highlights
- ➤Glow Up! is Roblox’s No. 1 branded makeup game, surpassing 12 million visits
- ➤e.l.f. Beauty’s Roblox experiences have generated more than 45 million visits
- ➤Kuromi makes her first Roblox collaboration outside Sanrio’s universe
- ➤Limited-time Kuromi experience adds lobby, whimsigoth looks and in-game items
- ➤Kuromi ranks No. 4 in Sanrio’s Annual Character Ranking contest
Expert Statements
Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Brands
“Beauty and gaming share something powerful: the freedom to express who you are, connect with communities and celebrate what makes you unique. With Glow Up! on Roblox, we’ve created an immersive playground where creativity has no limits and everyone belongs. Bringing Kuromi into the e.l.f. universe is another unexpected way to surprise and delight our community, bringing together beauty, entertainment and self-expression in a way that is uniquely e.l.f.ing us”
Jill Koch, Chief Brand Officer, Sanrio, Inc.
“Kuromi has always been about being true to yourself and celebrating your individuality. That spirit of self-expression makes e.l.f.’s Glow Up! on Roblox a natural fit, giving fans a playful new way to experiment with their personal style and express their creativity.”
e.l.f. Cosmetics Welcomes Kuromi™ to Glow Up! for Her First-Ever Roblox Collaboration Outside Sanrio®’s Universe
e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF) today announced a collaboration with Sanrio® to bring Kuromi™ into Glow Up!, e.l.f.’s immersive beauty experience on Roblox. Marking Kuromi’s first collaboration inside another brand on Roblox, the partnership brings together two kindred spirits known for bold disruption with a kind heart.
Get started
Create a free account to read the full story.