e.l.f. Beauty brings financial literacy to Roblox with Chime in first-of-its-kind Gen Z gaming move
Cosmetics brand partners with fintech company Chime to teach young users money management through gameplay
e.l.f. Beauty has released a financial literacy game on Roblox in partnership with Chime, a financial technology company known for its digital banking app.
Fortune Island: Earn. Learn. Flex. is designed to help Gen Z players develop money management skills through interactive challenges.
The experience was developed by metaverse studio Karta and marks the first time a beauty brand has introduced financial education on the platform.
Extending reach through gamified education
The launch builds on e.l.f. Beauty’s previous Roblox initiative, e.l.f. UP!, which invites players to build and manage virtual businesses. As of April 2025, that game has recorded 22.1 million visits, with an average of 1.29 million monthly users and a 96 percent approval rating.
“Gen Z would rather talk about literally anything than money or debt — so we flipped the script,” says Patrick O’Keefe, chief integrated marketing officer at e.l.f. Beauty. “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.”
The game follows players through four stages, each tied to a different financial life milestone. These include lessons in saving, budgeting, investment protection, and long-term planning.
Bridging the gap in financial confidence
Research cited by the company indicates that one in three Gen Z individuals lacks confidence in managing their finances, while three in four believe they have only enough money to survive, not thrive. The partnership with Chime is intended to address this gap by offering a familiar, gamified platform for learning.
“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,” says Justine Higueras, head of beauty partnerships at Roblox. “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.”
