- e.l.f. Beauty (ELF, Financial) launches the first financial literacy game on Roblox.
- Partnership with Chime aims to empower Gen Z with money management skills.
- The game addresses financial insecurity and equips young users with essential skills.
e.l.f. Beauty (ELF) has made history as the first beauty brand to introduce a financial literacy game on the popular virtual platform, Roblox. The initiative, named "Fortune Island: Earn Learn Flex," is launched in partnership with Chime, a leading financial technology company. This endeavor is designed to increase financial literacy among the Roblox community while promoting self-confidence and financial empowerment among players.
The game aligns with the goals of Gen Z, over 50% of whom express a desire to become entrepreneurs according to recent studies. e.l.f. Beauty's existing Roblox experience, e.l.f. UP!, which has recorded 22.1 million lifetime visits as of April 11, 2025, complements this new launch by supporting young entrepreneurs in building their dream businesses.
"Fortune Island: Earn Learn Flex" guides players through four stages of real-world financial scenarios, such as saving, budgeting, and investing, to equip them with essential financial skills. Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Beauty, highlighted the game's role in teaching Gen Z to make informed financial decisions that support their aspirations.
The partnership between e.l.f. and Chime addresses the financial insecurities felt by Gen Z, as social media and other factors contribute to their challenges in managing finances. This collaboration aims to provide Gen Z with a comprehensive and engaging platform to enhance their financial literacy and improve their financial future.
