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‘I’m excited to continue to push the boundaries and bring together our digital and real worlds in a new way,’ says Fenty Beauty Founder Rihanna.
May 20, 2025
By: Lianna Albrizio
Associate Editor
Fenty Beauty is getting its gloss game on amid its epic return to popular gaming platform Roblox.
Debuting its third installment of the Fenty Beauty Experience on Roblox with a reimagined world dedicated to lip products, the new experience will integrate the e-commerce functionality that’s launching on Roblox and powered by Shopify. This now shoppable, immersive space will bridge virtual and real-world retail experiences, demonstrating the connectivity between commerce and community.
“I’m excited to continue to push the boundaries and bring together our digital and real worlds in a new way,” said Fenty Beauty Founder Rihanna. “What’s better than shopping for your favorite lip gloss in a true Fenty fantasy world?!”
The latest version of the experience is focused on Rihanna’s cult-favorite Fenty Beauty Gloss Bomb Universal Lip Luminizer. Gloss Bomb originally launched in one universal shade, Fenty Glow, as the only lip product in the initial product assortment from the brand and has since expanded to seven different formats and finishes that plump, cool, shine and shimmer lips. The Gloss Bomb Lab includes lip-loving products from Fenty Skin in addition to fan-favorite Gloss Bomb formulas and shades. Navigating the lab, users can explore and create new lip products, while completing quests to unlock rewards and exclusive content, in-game items and digital collectibles.
New to the experience will be the Fenty Beauty Store, where US players ages 18 and up can unlock and shop “stocked shelves,” including a new and exclusive-to-Roblox Fenty Beauty Gloss Bomb Universal Lip Luminizer shade “Grape Splash,” a shimmering, holographic purple. Players will shop virtually through the Roblox platform and enjoy actual lip gloss products delivered directly to their doorstep – all powered by the newly launched Shopify commerce integration and checkout.
The experience also entails a new addition of influencer guest hosts who will meet and greet users, answer questions and engage in beauty conversations.
The Fenty Beauty Experience on Roblox is available now through August 15, 2025.
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