e.l.f. Cosmetics Welcomes Kuromi™ to Glow Up! for Her First-Ever Roblox Collaboration Outside Sanrio®’s Universe

OAKLAND, Calif.--(BUSINESS WIRE)--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.

Arriving just in time for Kuromi’s Halloween birthday and her annual Month of Mischief, the limited-time experience transforms Glow Up! with a dedicated Kuromi lobby, all-new whimsigoth looks and Kuromi-themed in-game items, with new content continuing through the holiday season.

The collaboration lands at a defining moment for Kuromi and e.l.f.’s growing presence in immersive gaming:

• Glow Up! is the no. 1 branded makeup game on Roblox, with more than 12 million visits since launch.
• e.l.f.’s Roblox experiences have generated more than 45 million visits overall, creating immersive spaces rooted in entrepreneurship, financial literacy and self-expression.
• Kuromi is a global fan favorite coming in at no. 4 in Sanrio’s Annual Character Ranking contest.
• Gaming is a defining part of how the next generation experiences culture. 90% of Gen Z and 94% of Gen Alpha engage with gaming through playing, viewing, owning or social behavior.

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

Through the collaboration, players can:

• Step into Kuromi’s world: Glow Up! welcomes players into a dedicated Kuromi lobby, creating an instantly recognizable character moment inspired by Sanrio’s spooky-cute icon of Halloween.
• Embrace Kuromi’s whimsigoth side: All-new looks inspired by her signature mix of rebellious edge and girly charm give players even more ways to experiment with their style.
• Unlock limited-edition style: Kuromi-themed in-game items offer new ways for players to customize their experience and express their fandom.
• Glow from Halloween through the holidays: The experience debuts for Kuromi’s favorite season and evolves with new content throughout the holiday season, giving players new reasons to return, play and express themselves.

“Kuromi has always been about being true to yourself and celebrating your individuality,” said Jill Koch, Chief Brand Officer, Sanrio, Inc. “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. collaborated with eGEN, a global immersive marketing consultancy, to develop the collaboration and bring the experience to life.

Kuromi x e.l.f. is now available for a limited time in Glow Up! on Roblox.

Source: Sanrio, 2025, Newzoo, 2024

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 Sanrio®

Sanrio® is the global lifestyle brand and home to Hello Kitty®, created in 1974, and many other beloved character brands such as My Melody™, Kuromi™, LittleTwinStars™, Cinnamoroll™, Pompompurin™, gudetama™, Aggretsuko™, Chococat™, Badtz-Maru™ and Keroppi™. Sanrio was founded on the philosophy that a small gift can bring happiness and friendship to people of all ages. Since 1960, this philosophy has served as the inspiration to offer quality products, services and activities that promote communication and inspire unique consumer experiences across the world. Today, Sanrio's business extends into the entertainment industry with several content series, gaming offerings and theme parks. Sanrio boasts an extensive product lineup which is available in over 130 countries. Sanrio hopes to bring smiles to everyone's faces with their vision of "One World, Connecting Smiles." To learn more about Sanrio, please visit www.sanrio.com and follow @sanrio and @hellokitty on Facebook, Instagram, Twitter, TikTok, Pinterest and subscribe to the Hello Kitty and Friends YouTube Channel.