e.l.f. Beauty and Sanrio Launch Kuromi Collaboration Inside Roblox Glow Up!

e.l.f. Cosmetics, a brand from e.l.f. Beauty, announced a collaboration with Sanrio to bring Kuromi into Glow Up!, its immersive beauty experience on Roblox, on October 20, 2026. Business Wire carried the announcement. The limited-time experience adds a dedicated Kuromi lobby, whimsigoth looks and Kuromi-themed in-game items, with new content continuing through the holiday season.

Kuromi's First Brand Collaboration on Roblox

The collaboration marks Kuromi's first collaboration inside another brand on Roblox, timed to Kuromi's Halloween birthday and her annual Month of Mischief. Glow Up! is the no. 1 branded makeup game on Roblox, with more than 12 million visits since launch, and e.l.f.'s Roblox experiences have generated more than 45 million visits overall. Kuromi ranks no. 4 in Sanrio's Annual Character Ranking contest. Sanrio, the global lifestyle brand behind Hello Kitty, was founded in 1960 and its products are available in over 130 countries; it brought Hello Kitty and Friends to Las Vegas for the F1 ACADEMY finale from November 19 to 21, PR Newswire reported. e.l.f. worked with eGEN, a global immersive marketing consultancy, to develop the collaboration.

"Beauty and gaming share something powerful: the freedom to express who you are, connect with communities and celebrate what makes you unique," said Patrick O'Keefe, Chief Integrated Marketing Officer, e.l.f. Brands. "Bringing Kuromi into the e.l.f. universe is another unexpected way to surprise and delight our community."

"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."

e.l.f.'s Gaming and Digital Push

According to akta.pro company records, e.l.f. Beauty launched e.l.f. Hair in June 2026, its first haircare category extension, with six products priced at $6-$10 on TikTok Shop before expanding to Target on July 5, 2026. The same records show a partnership with Survivor for the SURVIVOR 50 finale in May 2026, featuring the "e.l.f.ie Advantage" vignette series and a limited-edition Buff Bundle product drop.

Earlier e.l.f. Digital and Sponsorship Moves

e.l.f. Cosmetics launched its first virtual styling experience on ZEPETO, "Express Your e.l.f.," on October 12, 2026, Business Wire Blog reported. e.l.f. Brands extended its partnership with Tottenham Hotspur Women as Official Back of Shirt Sponsor for the 2026-2027 season on October 13, 2026, Stock Titan reported. e.l.f. Beauty said it is reinvesting approximately $50 million in tariff refunds into product pricing and international marketing, Global Cosmetics News reported on October 13, 2026.

Availability Through the Holiday Season

Kuromi x e.l.f. is available for a limited time in Glow Up! on Roblox, with new content continuing through the holiday season.