Fenty Beauty is back in the metaverse, this time making beauty history with its first-ever shoppable game experience on Roblox, in collaboration with Shopify. From May 15 to August 15, 2025, users can dive into a glittering world built around Rihanna’s cult-favorite Gloss Bomb Universal Lip Luminizer, now in a fully immersive universe that merges play, creativity, and commerce.
This marks the third instalment of the Fenty Beauty Experience on Roblox, now upgraded with live commerce integration. U.S. users aged 18+ can shop physical lip products directly from the in-game Fenty Beauty Store, including an exclusive Grape Splash shade, a holographic purple gloss available only via Roblox.
Rihanna shared, “It’s no secret that I’m lip gloss-obsessed… What’s better than shopping for your favourite gloss in a true Fenty fantasy world?”
The new Gloss Bomb Lab lets players mix custom lip creations using fan-favourite formulas and Fenty Skin additions, complete quests for exclusive items, and unlock digital collectibles. Influencer guest hosts will appear throughout the season, engaging with users and offering discounts, giveaways, and in-game bonuses.
Seamlessly blending virtual beauty with real-world shopping, Fenty Beauty continues to set the pace in phygital beauty retail—building a digital beauty playground that empowers global fans to shine, shimmer, and sparkle—inside and outside the game.
Join the experience at roblox.com/fentybeauty. Follow @fentybeauty, @badgalriri, and @shopify for updates.
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