Givenchy claims it is the first luxury beauty brand to celebrate Pride on Roblox, per release details, and arrives during a fraught period for purpose-driven marketing.

Roblox RBLX announced an expansion of its collaboration with e.l.f. Beauty ELF, making the latter the first beauty brand to test real-world commerce on the platform.

e.l.f. is the first beauty brand to launch a financial literacy game on Roblox. In partnership with Chime, the experience is designed to empower youth through engaging financial literacy education.