Rihanna’s Fenty Beauty recently introduced its first shoppable experience on Roblox, and as part of the overhauled Fenty Beauty Experience, there are also new digital quests, a refreshed Gloss Bomb Lab and influencer-hosted meet-and-greets. The shoppable digital storefront was created to feel like an extension of the game, and thanks to a Shopify-powered integration, the experience is seamless, avoiding redirects and checkout forms. Fans in the United States ages 18 and up will want to immerse themselves in the virtual beauty metaverse to snag the Roblox-exclusive Grape Splash Gloss Bomb, a limited-edition holographic purple gloss with a unique stamp on the cap.

Beyond just having a presence on Roblox with the Fenty Beauty Experience, Fenty’s marketing team logs in during launch weeks to play alongside users, field questions and collect feedback in real-time.