Roblox has added a Makeup category to its Avatar Marketplace. This new feature will allow users to apply layered cosmetic items to their avatars’ eyes, lips, face, eyebrows, and eyelashes.
The feature has launched with over 100 items made by community creators, with more additions expected from both creators and brands. Makeup works across all avatar types on the platform and is also accessible through the “Customize” tab. The category goes beyond traditional cosmetics to include face paint, battle markings, camouflage, and decorative art, making it relevant to a range of game styles and user preferences.
What is Roblox Avatar Makeup and how it works
The new Makeup category is modular, meaning users can mix and match items across five subcategories: Eyes, Face, Lips, Eyelashes, and Eyebrows. Creators can also offer full-face looks that bundle items from multiple subcategories into a single package. Unlike most platforms, where adding makeup to a character either recolours a part or replaces it entirely, Roblox uses a layered system that allows users to combine items and adjust their layer order.
Heads on Roblox already store the positions of facial features such as eyes and mouths, and the Makeup system uses that same data to ensure items fit correctly across different avatar types. Creators can also use physically based rendering effects to add detail such as gloss, shimmer, or metallic finishes to their items.Beyond personal customisation, the feature has functional applications in gameplay. Face paint can mark opposing teams, sports games can incorporate eye black, and camouflage options can give players a tactical edge in first-person shooter titles.
On the creative side, the layered system makes it possible to build distinct character looks, from elaborate fantasy designs to minimalist styles, using combinations of available items.
Roblox Avatar Makeup: Creator and brand opportunity
The launch opens a new monetisation avenue for creators on the platform. Creators can list time-limited items at discounted prices, giving users a lower-commitment way to try styles or pick up seasonal looks. Brands are also positioned as a key part of the rollout. The cosmetics brand e.l.f.
Cosmetics is among the first to participate, having partnered with creators to develop virtual looks tied to its products. The company also has two in-game experiences, e.l.f. Up and Glow Up, which incorporates the feature.Commenting on the feature, Patrick O’Keefe, chief integrated marketing officer of e.l.f. Beauty, said, “Roblox Makeup is our love letter to a community that doesn’t follow culture; it creates it. As identity moves seamlessly between digital and physical worlds, e.l.f. shows up across both, giving our community the tools to express who they are, everywhere they exist.”Roblox says avatar customisation is already a significant user behaviour on the platform.
In the first half of 2025, users updated their avatars an average of 274 million times per day. Research conducted by Roblox and Ipsos found that 58% of Gen Z Roblox users surveyed had worn makeup in the past three months, with 84% of that group using it several times a week. Around 87% of those surveyed said they would be willing to purchase makeup on Roblox monthly, and 85% said customising their avatar’s makeup made them more engaged with games.On the brand side, approximately 83% of Gen Z makeup users expressed interest in using products from their favourite makeup brands on their avatar. Additionally, 76% of surveyed makeup users and 71% of all Gen Z Roblox users surveyed said that putting a brand’s makeup on their avatar made them more likely to consider that brand in real life.
