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e.l.f. is the First Beauty Brand to Launch a Financial Literacy Game on Roblox

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e.l.f. is the First Beauty Brand to Launch a Financial Literacy Game on Roblox
News

News

e.l.f. is the First Beauty Brand to Launch a Financial Literacy Game on Roblox

2025-04-24 15:59 Last Updated At:16:11

OAKLAND, Calif.--(BUSINESS WIRE)--Apr 24, 2025--

e.l.f. Beauty (NYSE: ELF) is making history as the first-ever beauty brand to launch a financial literacy game on Roblox. This experience is specifically designed to empower the Roblox community through engaging financial literacy education while fostering self-confidence among players. Developed by Karta, “Fortune Island: Earn Learn Flex,” in partnership with Chime, a leading financial technology company and the No. 1 most loved banking app 1, was created by e.l.f. to unite the community in a fun, engaging way while teaching essential financial decision-making skills.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250424888255/en/

With over 50% of Gen Z expressing their desire to become entrepreneurs*, it's clear that this generation has ambitious goals. e.l.f.‘s existing Roblox experience e.l.f.UP! invites the community of young entrepreneurs to build their dream business. e.l.f. UP! boasts impressive statistics, including 22.1 million total lifetime visits (as of April 11, 2025), 1.29 million average monthly visits and a 96% approval rating.

“Gen Z would rather talk about literally anything than money or debt — so we flipped the script,” said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty. “We created ‘Fortune Island: Earn. Learn. Flex.’ to equip our community with the skills and swagger to be their best e.l.f. selves. By building real connections and fueling personal growth, we’re not just creating a safe space — we’re creating a launchpad for Gen Z to flex their power, own their future and thrive on their terms.”

However, social media and other factors have contributed to feelings of financial insecurity, causing Gen Z to struggle with managing money and planning their financial future*. Also, 1 in 3 Gen Z's lack confidence in managing finances, and 3 in 4 feel they only have enough money to survive, not thrive*. To provide our community with the tools they need, e.l.f. partnered with Chime to bridge the financial literacy gap and empower our community by providing an engaging platform to learn about personal finance.

In its commitment to emphasize for the Every in every eye, lip and face, e.l.f. developed this original social story game based on educational milestones for each financial life stage, from early education for teens to investment strategies for those closer to retirement. Gamers progress through four unique stages, facing ‘real-world’ scenarios that help them learn how to save money, budget wisely, protect investments and invest with purpose.

“The most successful brands on Roblox are on the pulse of Gen Z culture, are authentic to what they stand for, and meet their audiences where they are spending time,” said Justine Higueras, Head of Beauty Partnerships at Roblox. “This includes e.l.f., a fan favorite already with proven success on the platform, and now Chime coming together to engage and empower our community of millions of Gen Z users, and look for creative, new ways to enhance their experience on and off the platform.”

e.l.f. and Chime are changing the game for our community and how they engage with financial education. By combining the power of storytelling, gaming and social connection, e.l.f. is leading the charge in empowering the next generation to make informed financial decisions to achieve their dreams.

Dive into the world of financial literacy and play today on e.l.f. UP!: https://www.roblox.com/communities/16231884/e-l-f-UP#!/about

*Source: Intuit Prosperity Index Study – January 2023

About e.l.f. Beauty

e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities, committed to positivity, inclusivity and accessibility. Our mission is clear: to make the best of beauty accessible to every eye, lip and face. Our brands, e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, Well People and NATURIUM are led by purpose, driven by results and elevated by our superpowers. e.l.f. Beauty offers e.l.f. clean and vegan products, all double-certified by Leaping Bunny and PETA as cruelty free and we proudly stand as the first beauty company with Fair Trade Certified™ facilities. A kind heart is at the center of our ethos: We donate 2% of net profits to organizations that make positive impacts. Learn more at www.elfbeauty.com

e.l.f. is the first beauty brand to launch a financial literacy game on Roblox. In partnership with Chime, the experience is designed to empower youth through engaging financial literacy education.

e.l.f. is the first beauty brand to launch a financial literacy game on Roblox. In partnership with Chime, the experience is designed to empower youth through engaging financial literacy education.

MINNEAPOLIS (AP) — Julius Randle scored 29 points on 13-for-18 shooting to send the Minnesota Timberwolves to the Western Conference finals for the second straight year with a 121-110 victory over the Golden State Warriors in Game 5 on Wednesday night.

Anthony Edwards had 22 points and 12 assists for the sixth-seeded Wolves, who will face the Denver-Oklahoma City winner next. They could get five days off, if the Nuggets beat the Thunder on Thursday to force a Game 7 in the other West semifinal series.

Brandin Podziemski had a playoff career-high 28 points for the Warriors, who again played without star Stephen Curry because of the hamstring strain that forced him out of the second quarter in Game 1 and took the heart out of their entire offensive operation.

Jonathan Kuminga provided another energy boost off the bench with 26 points, but Podziemski’s performance came too late and the production from Jimmy Butler and Buddy Hield was consistently too little after they led the series-opening win. According to Sportradar, the Warriors hadn’t lost four straight games in a single postseason since 1972.

Golden State presented far more of a defensive challenge than the Los Angeles Lakers did for Minnesota during their five-game series in the first round, but the collection of every-level scorers the Wolves can throw at an opponent when they’re moving the ball and pushing the pace simply wore down the Warriors over the course of this series.

Rudy Gobert was a force around the rim with 17 points, Mike Conley had 16 points and eight assists, and Donte DiVincenzo snapped out of a slump with 13 points as the Wolves shot 77% on 2-pointers (36 for 47).

Series close-out games can sometimes be the toughest to win, but the Wolves played with a ferocity paired with their shooting touch that all but portended victory.

Randle kept up his superb postseason, providing a constant source of energy and production. After grabbing the rebound of Draymond Green’s missed 3-pointer, Jaden McDaniels sent an outlet pass to Randle for a layup and a three-point play for a 62-47 lead that ignited the crowd.

Butler had 17 points for the Warriors, who whittled a 25-point deficit late in the third quarter down to 99-90 on a rare made 3-pointer by Moses Moody with 7:11 left. Edwards answered immediately with his own 3, and the lead was never below double digits again.

AP NBA: https://apnews.com/hub/NBA

Minnesota Timberwolves' Anthony Edwards celebrates a basket and a foul for Julius Randle in 2nd quarter in NBA Western Conference Semifinals' Game 5 at Target Center in Minneapolis on Wednesday, May 14, 2025.(Scott Strazzante/San Francisco Chronicle via AP)

Minnesota Timberwolves' Anthony Edwards celebrates a basket and a foul for Julius Randle in 2nd quarter in NBA Western Conference Semifinals' Game 5 at Target Center in Minneapolis on Wednesday, May 14, 2025.(Scott Strazzante/San Francisco Chronicle via AP)

Minnesota Timberwolves forward Julius Randle (30) shoots over Golden State Warriors forward Gui Santos (15) during the second half of Game 5 of an NBA basketball second-round playoff series, Wednesday, May 14, 2025, in Minneapolis. (AP Photo/Abbie Parr)

Minnesota Timberwolves forward Julius Randle (30) shoots over Golden State Warriors forward Gui Santos (15) during the second half of Game 5 of an NBA basketball second-round playoff series, Wednesday, May 14, 2025, in Minneapolis. (AP Photo/Abbie Parr)

Golden State Warriors guard Stephen Curry (30) looks on near the bench during the second half of Game 5 of an NBA basketball second-round playoff series against the Minnesota Timberwolves, Wednesday, May 14, 2025, in Minneapolis. (AP Photo/Abbie Parr)

Golden State Warriors guard Stephen Curry (30) looks on near the bench during the second half of Game 5 of an NBA basketball second-round playoff series against the Minnesota Timberwolves, Wednesday, May 14, 2025, in Minneapolis. (AP Photo/Abbie Parr)

Minnesota Timberwolves guard Anthony Edwards (5) celebrates after scoring during the second half of Game 5 of an NBA basketball second-round playoff series against the Golden State Warriors, Wednesday, May 14, 2025, in Minneapolis. (AP Photo/Abbie Parr)

Minnesota Timberwolves guard Anthony Edwards (5) celebrates after scoring during the second half of Game 5 of an NBA basketball second-round playoff series against the Golden State Warriors, Wednesday, May 14, 2025, in Minneapolis. (AP Photo/Abbie Parr)

Minnesota Timberwolves guard Anthony Edwards (5) looks to shoot against Golden State Warriors' Pat Spencer, right, and Buddy Hield, left, during the second half of Game 5 of an NBA basketball second-round playoff series, Wednesday, May 14, 2025, in Minneapolis. (AP Photo/Abbie Parr)

Minnesota Timberwolves guard Anthony Edwards (5) looks to shoot against Golden State Warriors' Pat Spencer, right, and Buddy Hield, left, during the second half of Game 5 of an NBA basketball second-round playoff series, Wednesday, May 14, 2025, in Minneapolis. (AP Photo/Abbie Parr)

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