{"id":1011606,"date":"2026-10-20T00:04:09","date_gmt":"2026-10-20T04:04:09","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/e-l-f-cosmetics-welcomes-kuromi-to-glow-up-for-her-first-ever-roblox-collaboration-outside-sanrios-universe\/"},"modified":"2026-10-20T00:04:09","modified_gmt":"2026-10-20T04:04:09","slug":"e-l-f-cosmetics-welcomes-kuromi-to-glow-up-for-her-first-ever-roblox-collaboration-outside-sanrios-universe","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/e-l-f-cosmetics-welcomes-kuromi-to-glow-up-for-her-first-ever-roblox-collaboration-outside-sanrios-universe\/","title":{"rendered":"e.l.f. Cosmetics Welcomes Kuromi\u2122 to Glow Up! for Her First-Ever Roblox Collaboration Outside Sanrio\u00ae\u2019s Universe"},"content":{"rendered":"<p>        <!--.bwlistdisc { list-style-type: disc }body {font:normal small Arial,Helvetica,sans-serif;color:#000;background-color:#fff;padding:24px;margin:0;} a img {border:0;} h3 {font-size:medium;color:#000;margin:0 0 1em 0; text-align:center;}-->  <\/p>\n<p><b>e.l.f. Cosmetics Welcomes Kuromi\u2122 to Glow Up! for Her First-Ever Roblox Collaboration Outside Sanrio\u00ae\u2019s Universe<\/b><\/p>\n<p>OAKLAND, Calif.&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<br \/>\ne.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF) today announced a collaboration with Sanrio\u00ae to bring Kuromi\u2122 into Glow Up!, e.l.f.\u2019s immersive beauty experience on Roblox. Marking Kuromi\u2019s first collaboration inside another brand on Roblox, the partnership brings together two kindred spirits known for bold disruption with a kind heart.<\/p>\n<p id=\"news-body-cta\">This press release features multimedia. View the full release here: <a href=\"https:\/\/www.businesswire.com\/news\/home\/20261019714343\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20261019714343\/en\/<\/a><\/p>\n<div id=\"bwbodyimg\" style=\"width: 384px;float:left;padding-left:0px;padding-right:20px;padding-top:0px;padding-bottom:0px\"><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20261019714343\/en\/2939625\/4\/Kuromi_Character_Render_4x5_03.jpg\" alt=\"e.l.f. Cosmetics announces a collaboration with Sanrio\u00ae to bring Kuromi\u2122 into Glow Up!, e.l.f.\u2019s immersive beauty experience on Roblox.\" \/><\/p>\n<p style=\"font-size:85%\">e.l.f. Cosmetics announces a collaboration with Sanrio\u00ae to bring Kuromi\u2122 into Glow Up!, e.l.f.\u2019s immersive beauty experience on Roblox.<\/p>\n<\/div>\n<p>\nArriving just in time for Kuromi\u2019s 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.<\/p>\n<p>\nThe collaboration lands at a defining moment for Kuromi and e.l.f.\u2019s growing presence in immersive gaming:<\/p>\n<ul class=\"bwlistdisc\">\n<li>\nGlow Up! is the no. 1 branded makeup game on Roblox, with more than 12 million visits since launch.<\/p>\n<\/li>\n<li>\ne.l.f.\u2019s Roblox experiences have generated more than 45 million visits overall, creating immersive spaces rooted in entrepreneurship, financial literacy and self-expression.<\/p>\n<\/li>\n<li>\nKuromi is a global fan favorite coming in at no. 4 in Sanrio\u2019s Annual Character Ranking contest.<\/p>\n<\/li>\n<li>\nGaming 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.<\/p>\n<\/li>\n<\/ul>\n<p>\n\u201cBeauty 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\u2019ve 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,\u201d said Patrick O\u2019Keefe, Chief Integrated Marketing Officer, e.l.f. Brands.<\/p>\n<p>\nThrough the collaboration, players can:<\/p>\n<ul class=\"bwlistdisc\">\n<li>\nStep into Kuromi\u2019s world: Glow Up! welcomes players into a dedicated Kuromi lobby, creating an instantly recognizable character moment inspired by Sanrio\u2019s spooky-cute icon of Halloween.<\/p>\n<\/li>\n<li>\nEmbrace Kuromi\u2019s 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.<\/p>\n<\/li>\n<li>\nUnlock limited-edition style: Kuromi-themed in-game items offer new ways for players to customize their experience and express their fandom.<\/p>\n<\/li>\n<li>\nGlow from Halloween through the holidays: The experience debuts for Kuromi\u2019s favorite season and evolves with new content throughout the holiday season, giving players new reasons to return, play and express themselves.<\/p>\n<\/li>\n<\/ul>\n<p>\n\u201cKuromi has always been about being true to yourself and celebrating your individuality,\u201d said Jill Koch, Chief Brand Officer, Sanrio, Inc. \u201cThat spirit of self-expression makes e.l.f.\u2019s Glow Up! on Roblox a natural fit, giving fans a playful new way to experiment with their personal style and express their creativity.\u201d<\/p>\n<p>\ne.l.f. collaborated with eGEN, a global immersive marketing consultancy, to develop the collaboration and bring the experience to life.<\/p>\n<p>\nKuromi x e.l.f. is now available for a limited time in <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.roblox.com%2Fgames%2F78055502212608%2FGlow-Up&amp;esheet=54625045&amp;newsitemid=20261019714343&amp;lan=en-US&amp;anchor=Glow+Up%21&amp;index=1&amp;md5=daf5aaaf82138d41deb6da47665f4b37\">Glow Up!<\/a> on Roblox.<\/p>\n<p><b>Source:<\/b><a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.sanrio.co.jp%2Fspecial%2Fcharacterranking%2F2025%2Fen%2Fresult%2F&amp;esheet=54625045&amp;newsitemid=20261019714343&amp;lan=en-US&amp;anchor=Sanrio%2C+2025&amp;index=2&amp;md5=c00555368c6d3cddfa1dbe5626370230\">Sanrio, 2025<\/a>, <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.scribd.com%2Fdocument%2F810208475%2FNewzoo-How-consumers-engaged-with-games-in-2024-Global-Gamer-Study-2024&amp;esheet=54625045&amp;newsitemid=20261019714343&amp;lan=en-US&amp;anchor=Newzoo%2C+2024&amp;index=3&amp;md5=241647674b7427ff6bf0d8f68817f6ad\">Newzoo, 2024<\/a><\/p>\n<p><b>About e.l.f. Brands<\/b><\/p>\n<p>\ne.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&#8217; 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\u2122 facilities. Learn more at <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.elfcosmetics.com%2F&amp;esheet=54625045&amp;newsitemid=20261019714343&amp;lan=en-US&amp;anchor=www.elfcosmetics.com&amp;index=4&amp;md5=80a2fc17067c2f66209139a2a895fe17\">www.elfcosmetics.com<\/a>.<\/p>\n<p><b>About Sanrio<\/b>\u00ae<\/p>\n<p>\nSanrio\u00ae is the global lifestyle brand and home to Hello Kitty\u00ae, created in 1974, and many other beloved character brands such as My Melody\u2122, Kuromi\u2122, LittleTwinStars\u2122, Cinnamoroll\u2122, Pompompurin\u2122, gudetama\u2122, Aggretsuko\u2122, Chococat\u2122, Badtz-Maru\u2122 and Keroppi\u2122. 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&#8217;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&#8217;s faces with their vision of &#8220;One World, Connecting Smiles.&#8221; To learn more about Sanrio, please visit <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.sanrio.com&amp;esheet=54625045&amp;newsitemid=20261019714343&amp;lan=en-US&amp;anchor=www.sanrio.com&amp;index=5&amp;md5=d7905b63b80ca1af8337f8405b656364\">www.sanrio.com<\/a> and follow @sanrio and @hellokitty on Facebook, Instagram, Twitter, TikTok, Pinterest and subscribe to the Hello Kitty and Friends YouTube Channel.<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20261019714343r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" style=\"width:0;height:0\" \/><span class=\"bwct31415\" \/><\/p>\n<p id=\"mmgallerylink\"><span id=\"mmgallerylink-phrase\">View source version on businesswire.com: <\/span><span id=\"mmgallerylink-link\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20261019714343\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20261019714343\/en\/<\/a><\/span><\/p>\n<p><b>e.l.f. Media Contact<br \/>\n<\/b><br \/>Hannah Rubin<br \/>\n<br \/><a rel=\"nofollow\" href=\"mailto:hrubin@elfbeauty.com\">hrubin@elfbeauty.com<br \/>\n<\/a><\/p>\n<p><b>Sanrio Media Contact<br \/>\n<\/b><br \/>Ashley Goncena<br \/>\n<br \/><a rel=\"nofollow\" href=\"mailto:ashley.goncena@omc.com\">ashley.goncena@omc.com<\/a><\/p>\n<p><b>KEYWORDS:<\/b> California United States North America<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Electronic Games Teens Entertainment Online Mobile Entertainment Generation Z Cosmetics Consumer Retail<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Photo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20261019714343\/en\/2939625\/3\/Kuromi_Character_Render_4x5_03.jpg\" alt=\"Photo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\">e.l.f. Cosmetics announces a collaboration with Sanrio\u00ae to bring Kuromi\u2122 into Glow Up!, e.l.f.\u2019s immersive beauty experience on Roblox.<\/font><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Logo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20261019714343\/en\/2939623\/3\/elf_Cosmetics_HOR_logo.jpg\" alt=\"Logo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>e.l.f. Cosmetics Welcomes Kuromi\u2122 to Glow Up! for Her First-Ever Roblox Collaboration Outside Sanrio\u00ae\u2019s Universe OAKLAND, Calif.&#8211;(BUSINESS WIRE)&#8211; e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF) today announced a collaboration with Sanrio\u00ae to bring Kuromi\u2122 into Glow Up!, e.l.f.\u2019s immersive beauty experience on Roblox. Marking Kuromi\u2019s first collaboration inside another brand on Roblox, the partnership brings together two kindred spirits known for bold disruption with a kind heart. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20261019714343\/en\/ e.l.f. Cosmetics announces a collaboration with Sanrio\u00ae to bring Kuromi\u2122 into Glow Up!, e.l.f.\u2019s immersive beauty experience on Roblox. Arriving just in time for Kuromi\u2019s Halloween birthday and her annual Month of Mischief, the limited-time experience transforms Glow Up! with &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/e-l-f-cosmetics-welcomes-kuromi-to-glow-up-for-her-first-ever-roblox-collaboration-outside-sanrios-universe\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;e.l.f. Cosmetics Welcomes Kuromi\u2122 to Glow Up! for Her First-Ever Roblox Collaboration Outside Sanrio\u00ae\u2019s Universe&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-1011606","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>e.l.f. Cosmetics Welcomes Kuromi\u2122 to Glow Up! for Her First-Ever Roblox Collaboration Outside Sanrio\u00ae\u2019s Universe - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/e-l-f-cosmetics-welcomes-kuromi-to-glow-up-for-her-first-ever-roblox-collaboration-outside-sanrios-universe\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"e.l.f. Cosmetics Welcomes Kuromi\u2122 to Glow Up! for Her First-Ever Roblox Collaboration Outside Sanrio\u00ae\u2019s Universe - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"e.l.f. Cosmetics Welcomes Kuromi\u2122 to Glow Up! for Her First-Ever Roblox Collaboration Outside Sanrio\u00ae\u2019s Universe OAKLAND, Calif.&#8211;(BUSINESS WIRE)&#8211; e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF) today announced a collaboration with Sanrio\u00ae to bring Kuromi\u2122 into Glow Up!, e.l.f.\u2019s immersive beauty experience on Roblox. Marking Kuromi\u2019s first collaboration inside another brand on Roblox, the partnership brings together two kindred spirits known for bold disruption with a kind heart. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20261019714343\/en\/ e.l.f. Cosmetics announces a collaboration with Sanrio\u00ae to bring Kuromi\u2122 into Glow Up!, e.l.f.\u2019s immersive beauty experience on Roblox. Arriving just in time for Kuromi\u2019s Halloween birthday and her annual Month of Mischief, the limited-time experience transforms Glow Up! with &hellip; Continue reading &quot;e.l.f. Cosmetics Welcomes Kuromi\u2122 to Glow Up! for Her First-Ever Roblox Collaboration Outside Sanrio\u00ae\u2019s Universe&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketnewsdesk.com\/index.php\/e-l-f-cosmetics-welcomes-kuromi-to-glow-up-for-her-first-ever-roblox-collaboration-outside-sanrios-universe\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Newsdesk\" \/>\n<meta property=\"article:published_time\" content=\"2026-10-20T04:04:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mms.businesswire.com\/media\/20261019714343\/en\/2939625\/4\/Kuromi_Character_Render_4x5_03.jpg\" \/>\n<meta name=\"author\" content=\"Newsdesk\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Newsdesk\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/e-l-f-cosmetics-welcomes-kuromi-to-glow-up-for-her-first-ever-roblox-collaboration-outside-sanrios-universe\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/e-l-f-cosmetics-welcomes-kuromi-to-glow-up-for-her-first-ever-roblox-collaboration-outside-sanrios-universe\\\/\"},\"author\":{\"name\":\"Newsdesk\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/#\\\/schema\\\/person\\\/482f27a394d4fda80ecb5499e519d979\"},\"headline\":\"e.l.f. 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Beauty (NYSE: ELF) today announced a collaboration with Sanrio\u00ae to bring Kuromi\u2122 into Glow Up!, e.l.f.\u2019s immersive beauty experience on Roblox. Marking Kuromi\u2019s first collaboration inside another brand on Roblox, the partnership brings together two kindred spirits known for bold disruption with a kind heart. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20261019714343\/en\/ e.l.f. Cosmetics announces a collaboration with Sanrio\u00ae to bring Kuromi\u2122 into Glow Up!, e.l.f.\u2019s immersive beauty experience on Roblox. Arriving just in time for Kuromi\u2019s Halloween birthday and her annual Month of Mischief, the limited-time experience transforms Glow Up! with &hellip; Continue reading \"e.l.f. 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