Fenty Beauty Gloss Bomb Universal Lip Luminizer is one of the most popular products for the brand to date. Its available in 18 different shades and formulas, sold in over 150 countries, and has been viewed over 400 Million times on TikTok—and now, consumers who visit the virtual pop-up Fenty Beauty + Skin Experience on Roblox (ending July 30th), can explore – and even create – their own Gloss Bomb that Rihanna will see and consider for the next actual Gloss Bomb shade.

Virtual Pop-Up Experience

Inside the Fenty Beauty Lab in the Fenty Beauty + Skin Experience on Roblox, users can choose their own ingredients, effects, bottle, lid, applicator, and even name their own shade before sending it to the “Sephora Experience” – a virtual and immersive display.
 
Visitors can then view all Gloss Bomb creations from their fellow users and vote on their favorites, and the finalists will be shared with Rihanna, who will then choose one winner to inspire the next Gloss Bomb, which will be available for purchase in 2024.

Beauty in Roblox

Fenty is not the first beauty brand to enter Roblox, which has over 24 million active users globally and is popular among gamers.
 
Last year, Paris Hilton hosted a Halloween party in Roblox in partnership with Urban Decay.
 
In April, L’Oréal Professionnel launched five virtual hairstyles that can be accessed across three major metaverse platforms: Roblox, Ready Player Me and Zepeto.
 
Most recently, in June, Essence Makeup collaborated with Roblox to debut its first game, 'Color dare by essence.'
 
This is all part of a larger trend of beauty brands entering the metaverse.