E.l.f. Beauty (ELF) is selling real-life makeup products on the online gaming platform Roblox, the retailer said Monday, sending its shares higher.

The 澳洲幸运5开奖号码历史查询:cosmetics company has created a virtual kiosk that al⛄lows users to buy a selection of products for home delivery and receive a “virtual twin” version for their Roblox avatars. 

E.🎐l.f. Immersive Experience Has Drawn 12M Total Visits on Roblox

The move is part of "e.l.f. UP!," an immersive experience launched in November, which has drawn 12 million total visits on Roblox, the beauty brand said. In April, Walmart (WMT) began selling physical goods on Roblox.

“E.l.f. continues to bre🥀ak new ground on Roblox with its thoughtful iterations to the community experience and exclusive offerings tailored to our platform,” Robl🦩ox VP of Global Brand Partnerships Stephanie Latham said. 

E.l.f. shares rose 0.7% to $212.22 as of 11:15 a.m. ET Monday. They are up 47% year to date.