Aspiring beauty gurus can now purchase a selection of physical e.l.f. Cosmetics products through its Roblox experience, powered by Walmart.

E.l.f. Beauty is selling real-life beauty products on the online gaming platform Roblox, the retailer said Monday, sending its shares higher.

E.l.f. Cosmetics Is Selling Real-World Products on Roblox The beauty brand is one of many engaging with the video game platform–but its new expansion brings it into new e-commerce territory.

E.l.f. Beauty is known for making viral, lower-priced makeup products and promoting them on platforms like TikTok and Roblox.

E.l.f. Beauty is expanding its relationship with Roblox by giving users the ability to buy real-life makeup products on the gaming platform.