Fenty is back on Roblox. The beauty brand, which first launched its experience in 2023, has introduced a new update focused on product discovery and integrated commerce.
This means users can easily browse and purchase physical products directly within the Roblox app.
Launched as part of Roblox’s partnership with Shopify, this feature was first announced at last year’s Roblox Developer Conference (RDC). It is currently available to brands targeting U.S. users aged 18 and over.
By the end of this article, you’ll understand what Fenty’s new update means for in-game commerce, and what other brands need to consider before selling inside virtual worlds.
Fenty on Roblox: What’s the strategy?
Fenty isn’t new to virtual worlds.
Back in June 2023, the Fenty Beauty + Skin Experience launched with 4.19m visits in its first month, averaging 2k average active players.
Now, the experience is back. This time with a shoppable update built around an exclusive Grape Splash shade of its Gloss Bomb Universal Lip Luminizer.
Fenty isn’t the first to tap into in-game commerce. GEEIQ partner Walmart brought real-world commerce to Roblox in April 2024, with HUGO and e.l.f. Beauty close behind.
So, what makes this moment different?
For the first time, Shopify’s new Commerce APIs let brands offer frictionless checkout inside Roblox. No redirects. No forms. Just immersive, in-world commerce for Gen Z and Gen Alpha.
What’s the real opportunity for brands?
For brands, it’s lower-funnel conversion. But the real potential isn’t just that commerce is possible. Everything lies in how commerce is introduced.
Brands need to prioritize users first, then shopping.
Consumers don’t log into Roblox to shop for physical goods. They primarily come to spend time with friends and engage in immersive, social content. That is what matters. Dropping commerce into the middle of a user’s gaming session without offering value is unlikely to drive conversion.
Expecting conversion without building an audience around your brand is unrealistic.
The real opportunity is weaving product discovery into gameplay in ways that feel authentic, not disruptive. Brands need to tap into Roblox’s social and entertainment layers to make shopping moments feel natural, engaging, and worth converting on.
As with other social commerce experiments, lower price point items are likely to gain faster traction. Whether the format can support higher price point products remains to be seen.
How do you build a Roblox community?
If you don’t yet have a Roblox community, all is not lost. Your POE (Paid, Owned, Earned) model still applies – just in a different format.
Brands like Coach, LEGO, and Sam’s Club are leveraging integration strategies to tap into Roblox communities quickly. In fact, from 2023 to 2024, the number of integrations launched in gaming increased by 93%.
What’s an integration?
Think of it like influencer marketing. You can partner with existing experiences that already have large, loyal audiences and embed your brand in ways that feel native to the platform. The mechanics are familiar: co-create, add value, and embed your product into experiences that already matter to users.
Disclaimer: Integration strategies won’t replace Amazon or your DTC site.
However, they are an expansion of your distribution strategy and an opportunity to explore how virtual worlds, like Roblox or Fortnite, can support product discovery.
Key takeaways
Fenty’s latest move on Roblox shows that commerce in virtual worlds is no longer theoretical. It’s happening. But success isn’t just about making products shoppable. It’s about timing, context, and community.
The brands that win won’t just add a checkout button. They’ll build experiences where discovery feels earned, where products feel native to the world, and where shopping feels like a natural part of play.
Want more insights like this on the future of virtual strategy, branded gaming, and commerce innovation?
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