E.l.f. Cosmetics is back in the metaverse with “Express your e.l.f.” on Zepeto, a Korea-based avatar social platform popular with Gen Z women. The move shows where metaverse beauty marketing still works: on platforms where young users already gather.
Like its previous activations, the experience centers on one product line to build awareness and purchase intent.
Zepeto also hosted its first e-commerce experience with Walmart in 2025.
E.l.f. is a favorite among teenage girls — 60% say they would ask their parents for its products. Its Roblox game “Glow Up!” is the platform’s top makeup game, and e.l.f. says it is the number one beauty brand on Twitch.
“As a different kind of company, e.l.f. does not see boundaries between where beauty lives and where culture happens,” said Patrick O’Keefe, chief integrated marketing officer at E.l.f. Brands.
Once projected to hit $900 billion by 2030, the metaverse fell short, and Meta even considered shutting Horizon Worlds earlier this year. It survives largely through gaming platforms like Roblox and Fortnite. For another brand treating games as an always-on channel, see Why Panda Express Is Making Gaming an ‘Always-On’ Channel.
E.l.f. Beauty reported net sales of $479.4 million in its fiscal first quarter ended June 30, up 36% year over year.
“Express your e.l.f.” lets Zepeto users style avatars with Power Grip-inspired makeup and accessories and share photos and videos with an e.l.f. backdrop.
Zepeto has 15–20 million monthly users, mostly women, with about 70% Gen Z; users update avatars more than 14 times a week.
The broader metaverse underdelivered, but youth-focused gaming platforms like Roblox, Fortnite and Zepeto still deliver results for brands like e.l.f.
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