Fenty enters Roblox retail race with shoppable gloss experience

7 hours ago 8

When Rihanna launched Fenty Beauty in 2017, the Gloss Bomb was the brand’s only lip product. It’s one universal shade, Fenty Glow, quickly became a fan favorite and defined the brand’s playful, inclusive ethos.

Now, Fenty is taking its cult-favorite gloss into a new dimension. On Thursday, the brand launched its first shoppable experience on Roblox, offering beauty fans a chance to buy real-world products without ever leaving the game.

This is part of a bigger e-commerce move by Roblox. The company has launched Commerce APIs, a new feature allowing eligible brands and creators to sell physical products directly within its Roblox experiences via an existing partnership with Shopify.

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