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

OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), is bringing its bold beauty approach to ZEPETO, an immersive, avatar-based social metaverse platform. Now available on ZEPETO, e.l.f. launched “Express your e.l.f.” where players can discover the beauty trends shaping culture and turn them into complete virtual looks from head to toe.

The collaboration extends e.l.f.’s commitment to meeting its community in unexpected places and making the best of beauty - and the joy of discovery around it - accessible to every eye, lip and face wherever they choose to game. Knowing ZEPETO players update their avatars 14+ times a week, e.l.f. jumped on the opportunity to help these players look and feel their best. With the no. 1 branded makeup game on Roblox (Glow Up!), the no. 1 beauty brand on Twitch, and now ZEPETO, e.l.f. continues to surprise and delight its community with destinations to explore beauty through play.

ZEPETO sits at the intersection of culture, connecting with players all over the world. As reported by ZEPETO, they have:

• More than 400 million registered accounts
• 15-20 million monthly active players
• Predominantly female community and approximately 70% Gen Z

“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,” said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Brands.

As part of “Express your e.l.f.,” ZEPETO players can now dress their avatars in e.l.f.-designed digital looks with makeup from e.l.f.’s Power Grip family and hairstyles, bags, jewelry and special effects items all inspired by Power Grip’s colors and textures. Players can also show off their e.l.f. looks by snapping photos and videos against custom e.l.f. backgrounds and sharing them directly to the ZEPETO feed. Together, these features turn the traditional beauty counter into a social playground where experimentation, styling and community meet.

“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,” said Annette Lee, Head of Business Development, ZEPETO.

“Express your e.l.f.” is now available on ZEPETO. Enter the experience here.

About e.l.f. Brands

e.l.f. Brands, part of e.l.f. Beauty (NYSE: ELF), includes e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, and is fueled by a mission to make the best of beauty accessible and a purpose to make the world a better place for every eye, lip and face. Purpose led and results driven, e.l.f. Beauty is a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. As a bold disruptor with a kind heart, e.l.f. Brands’ superpowers are delivering universally appealing, premium-quality products at affordable prices that are vegan, e.l.f. clean and double-certified by Leaping Bunny and PETA as cruelty-free. e.l.f. Brands are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.

About ZEPETO

ZEPETO is an immersive avatar-based social universe where users create digital identities, explore virtual worlds and connect through shared experiences. With more than 400 million registered accounts and 15-20 million monthly active users, ZEPETO’s global community is predominantly female and approximately 70% Gen Z. The platform gives creators, communities and brands tools to build, style and socialize in a constantly evolving virtual world. Learn more at zepeto.me.