e.l.f. Beauty has become the first known beauty brand to create a financial literacy game on Roblox. Partnering with fintech leader Chime and game developer Karta, e.l.f. launched Fortune Island: Earn. Learn. Flex, an interactive educational experience designed to empower players with practical financial knowledge. e.l.f. is hoping to foster financial confidence and decision-making skills in a fun, immersive way, helping Gen Z players become more financially literate through gamified learning.
The launch builds on e.l.f.’s existing success within the Roblox platform. Their previous experience, e.l.f. UP! has already drawn over 22 million lifetime visits and maintains a strong user approval rating at 96%. Recognizing that more than half of Gen Z aspires to become entrepreneurs, e.l.f. designed Fortune Island to support that ambition with lessons in budgeting, saving, and investing. Through its engaging format, the game makes financial education accessible and appealing to a generation that often avoids discussions about money and debt.
e.l.f. Beauty Chief Integrated Marketing Officer Patrick O’Keefe said, “Gen Z would rather talk about literally anything than money or debt — so we flipped the script. We created ‘Fortune Island: Earn. Learn. Flex.’ to equip our community with the skills and swagger to be their best e.l.f. selves. By building real connections and fueling personal growth, we’re not just creating a safe space — we’re creating a launchpad for Gen Z to flex their power, own their future, and thrive on their terms.”
Roblox Head of Beauty Partnerships Justine Higueras added, “The most successful brands on Roblox are on the pulse of Gen Z culture, are authentic to what they stand for, and meet their audiences where they are spending time. This includes e.l.f., a fan favorite already with proven success on the platform, and now Chime coming together to engage and empower our community of millions of Gen Z users, and look for creative, new ways to enhance their experience on and off the platform.”
The initiative addresses real concerns around Gen Z’s financial insecurity. Research shows that many in this demographic lack confidence in managing their finances, with 75% feeling they’re merely surviving financially. e.l.f. and Chime hope to reverse this trend by offering a safe, relatable space where users can learn money management skills in context. The game’s design follows key financial milestones and provides scenarios tailored to various life stages, helping users build skills that will serve them well into adulthood.
Get a glimpse of the Fortune Island on Roblox game by watching this YouTube video: https://www.youtube.com/watch?v=T7MlX-6uRH4