e.l.f. Cosmetics launches virtual beauty on ZEPETO

Lucas Bennett 10/14/2026

The beauty world is officially leveling up, trading traditional billboards for virtual runways. e.l.f. Cosmetics has just made a bold leap into the digital frontier, launching its inaugural virtual styling experience on the massive social platform ZEPETO.

This isn’t just a game; it’s a fully immersive opportunity for users to dive into self-expression. Titled Express Your e.l.f., the initiative invites users of ZEPETO to craft personalized looks using a curated collection of digital makeup, vibrant hairstyles, and dazzling accessories, all inspired by the brand’s popular Power Grip range.

By merging the world of high-quality cosmetics with the dynamic environment of virtual fashion, e.l.f. is tapping directly into the interests of younger consumers. This strategy positions beauty discovery not just as a transaction, but as an interactive, creative adventure.

The platform itself provides a massive stage for this digital makeover. With over 400 million registered accounts and between 15 and 20 million monthly active users—a significant portion of whom are Gen Z—ZEPETO offers an unparalleled environment for brand engagement.

This move builds upon e.l.f.’s existing footprint in gaming and digital entertainment, including their presence on platforms like Roblox and Twitch. By entering these interactive social spaces, the brand successfully extends its reach far beyond conventional retail and advertising channels.

The core reason behind this creative pivot lies in recognizing that virtual environments are the new storefronts for cosmetics. For Gen Z consumers, engaging through digital experiences is far more impactful than passive advertising. This virtual styling event provides a fun, accessible, and highly shareable way to encourage product discovery and strengthen brand recognition.

Ultimately, e.l.f. is leveraging the power of digital play to foster a deeper connection with its audience, proving that the future of beauty marketing is found where creativity and gaming intersect.