E.l.f. Cosmetics is re-entering the metaverse through a partnership with Zepeto, the Korea-based avatar gaming platform, to promote its Power Grip line.

The move follows what the brand describes as successful activations on Roblox and Twitch. Those campaigns established the cosmetics marketer's playbook for reaching consumers inside virtual worlds. Zepeto is the next step in that sequence.

Why Zepeto, and why now?

Zepeto allows users to create 3D avatars and interact in virtual spaces, with particular strength in South Korea and across Asian markets. For E.l.f., the platform extends a gaming strategy that has already run through two Western-heavy environments, Roblox and Twitch.

The partnership centers on the Power Grip line, E.l.f.'s primer franchise. The brand will showcase the products within the avatar-based experience rather than through conventional ad placements.

What does this signal for marketers?

Beauty brands have been among the most persistent experimenters in virtual environments, testing whether avatar platforms can drive product discovery among younger consumers. E.l.f.'s return to the space — after earlier Roblox and Twitch activations — signals that the company sees continued value in gaming-adjacent channels, even as metaverse hype has cooled across the broader industry.

The choice of Zepeto also points to geographic calculation. A Korea-based platform gives E.l.f. exposure to Asian markets where avatar culture and virtual commerce are more deeply embedded in consumer behavior.

The takeaway is straightforward. E.l.f. is treating virtual worlds as an ongoing media channel, not a one-off stunt, and is now diversifying that channel beyond Western platforms.