e.l.f. Beauty Brings Avatar Styling to ZEPETO with 'Express Your e.l.f.'
e.l.f. Cosmetics, part of e.l.f. Beauty, has launched its first virtual styling experience on the avatar-based social platform ZEPETO. The activation, called 'Express your e.l.f.', lets players create complete virtual looks using e.l.f.-designed avatar items and beauty trends. The company said the effort extends its strategy of reaching communities on gaming and social platforms, following prior activations on Roblox and Twitch.
e.l.f. Beauty’s e.l.f. Cosmetics has introduced “Express your e.l.f.” on ZEPETO, its first virtual styling activation. Users can style avatars with e.l.f.-designed makeup, hair, bags, jewelry, and effects tied to the Power Grip line, then capture images or videos on branded backgrounds and post them to ZEPETO’s feed.
The effort follows e.l.f. activations on Roblox and Twitch. ZEPETO reports over 400 million registered accounts, 15–20 million monthly active users, a mostly female audience, and roughly 70% Gen Z. ZEPETO players reportedly refresh avatars more than 14 times weekly.
This activation could affect younger ZEPETO users, particularly Gen Z women, by embedding beauty branding in social play. It may broaden access to virtual self-expression and trend experimentation, while also exposing players to commercial messaging during everyday online interaction. For e.l.f. and investors, the effort may test whether gaming and metaverse audiences can strengthen brand relevance and, potentially, future sales, though the actual societal or financial effect remains uncertain.