UGC wearables
Branded items players put on their avatar and keep wearing across the whole platform — the only ad format the audience voluntarily carries into other games.
Roblox for beauty
Roblox for fashion and beauty: the ad the audience wears
Beauty is one of the most developed brand verticals on Roblox, which changes the entry rule: a showroom is invisible. You enter with a mechanic the platform has not seen.
- 12M+
- visits, e.l.f. community (benchmark)
- 48
- worlds shipped since 2022
- 20–40
- minutes average session
- 11
- languages we work in
What we build for fashion and beauty
Three formats that outlive a campaign flight.
Product-data mechanics
Build-your-own-shade and mix-your-own-product loops that double as first-party product research. Fenty ran this play: thousands of teens designing glosses is a focus group the size of a media budget, for free.
Try-on and identity worlds
Style challenges, wardrobe mechanics, avatar identity. On a platform where the avatar is the self, beauty brands are selling exactly what the audience already spends on.
How a beauty project runs
Audience first, commerce second — the brands that started with a storefront ended with one.
- 01
Mechanic scouting
We audit what the vertical has already done — showrooms, stores, labs — and design the mechanic yours will be the first to run.
- 02
World and wearables
The world ships with a UGC drop from day one, so the brand leaves the world on players’ avatars from the first session.
- 03
Community live-ops
Drops, events and creator collaborations. Beauty audiences on the platform reward brands that keep showing up, and punish drive-by campaigns with silence.
Takeovers & rush work
We pick up games other studios built — and we start this week
Send a live Roblox experience with someone else’s code in it. We read that code, fix what is broken, add what you need and publish the update. Deadline was yesterday? Say so in the first message and we plan around it.
Send us the game link- 01
Inherited codebases
We take over an existing place — other people’s Luau, other people’s structure — audit it in a few days and keep shipping from there. A rebuild happens only when the audit shows it costs less than the patching.
- 02
Live-ops on a running game
Events, new mechanics, seasonal drops, balance and monetisation patches — published to a game that stays online while players are in it.
- 03
Rush timelines
Tell us the date first. We scope backwards from it and answer plainly what fits: a sprint, a weekend, or an overnight hotfix. Small updates go out the same day.
Same terms as any other work: fixed scope, fixed price, the numbers agreed before the first commit.
Fashion and identity work
Wardrobe mechanics and avatar-identity worlds from our portfolio.
The big beauty brands are already there. Is the window closed?
The showroom window is closed; the mechanic window is open. e.l.f. and Fenty won with commerce and product-data mechanics nobody had run before them. The next entrant wins the same way — with a first, not with a bigger lobby.
Can we sell physical product in-game?
On Roblox, yes — commerce APIs opened in 2025 with e.l.f. and Fenty among the first through, US-market first. But commerce is a layer on top of a living world: the brands that started with the store found nobody in it.
What should the first step be?
A wearable drop plus one mechanic, $5,000–20,000 as a pilot. Wearables give the brand legs across the platform immediately; the mechanic gives the press and the community a reason to name you.
Enter with a first, not a lobby
Bring the product line; we will bring the mechanic the vertical has not seen.
Discuss a beauty world