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Case Studies

essence cosmetics Case Study

Resources

Case Studies

essence cosmetics Case Study

Overview

Owned by Cosnova, essence cosmetics is an award-winning makeup brand known for providing affordable, cruelty-free beauty products and its commitment to openness, inclusivity, and creativity. essence cosmetics launched Kingdom of Essentia on Roblox,  a tycoon-style experience built around positivity and self-expression. With GEEIQ’s strategic support, the experience has generated over five million visits, 75 years of total engagement, and a 96% approval rating.


5M+

Total Visits

75 Years

Total Engagement Time

The Challenge

The essence team approached GEEIQ with a clear mission: build a values-led Roblox experience that celebrates self-expression and inclusivity. This meant creating something that felt native to the platform, loved by players, and tied directly to performance KPIs like awareness, engagement, and brand affinity.

The Impact

essence cosmetics’ long-term strategy on Roblox has delivered strong results:

  • Over five million total visits, with players spending an average of 10 minutes per session, generating more than 75 years of total engagement

  • 400K monthly active users and a 96% approval rating, with 71K community members grown organically

  • 44K branded items redeemed, proving the effectiveness of creative Roblox items linked to real-world product favourites

96%

Approval Rating

400K

Monthly Active Users

The Outcome

GEEIQ helped the brand in three key areas:

  1. Translate brand identity into platform-native UGC items: GEEIQ leveraged its Virtual Items data to shape the UGC strategy, identifying high-impact item types like hair, which are both scarce and consistently high-performing. This led to viral successes like essence’s Princess Hair, which generated 1.7K favourites.

  2. Optimise UI and game mechanics to increase stickiness: Pre-launch, GEEIQ’s experts conducted a full audit of the experience, analysing gameplay loops and in-game progression against top-performing activations. Recommendations included navigation improvements, UI refinement, and game loop enhancements. GEEIQ also developed a private data dashboard for the essence team.

  3. Drive qualified traffic with a data-led paid media strategy: To maximise visibility, GEEIQ provided a tailored paid media plan with recommended budget splits and strategic use of high-impact ad formats.

Sara Apaza

Senior Brand Manager

"We didn’t want to create just another branded space. We wanted to build a world our community could see themselves in. GEEIQ helped us turn our brand values into gameplay mechanics and community touchpoints, creating a Roblox experience that’s not just fun, but deeply relevant to how Gen Z expresses themselves today."
"We didn’t want to create just another branded space. We wanted to build a world our community could see themselves in. GEEIQ helped us turn our brand values into gameplay mechanics and community touchpoints, creating a Roblox experience that’s not just fun, but deeply relevant to how Gen Z expresses themselves today."