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

Today, Walmart debuted its partnership with the video game platform Roblox; now, players can purchase Walmart goods through an in-game e-commerce hub, Walmart Discovered.

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

New York City-based E.l.f. Cosmetics announced it will test real-world commerce on the video game platform Roblox, becoming the first beauty brand to do so. Products, including a hoodie, sunscreen ...