Fortune Island: Earn. Learn. Flex is designed to help Gen Z players develop money management skills through interactive challenges. The experience was developed by metaverse studio Karta in partnership with Chime and marks the first time a beauty brand has introduced financial education on the platform.

In a LinkedIn post, Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Beauty, said: “1.7 million plays – and every single one matters. That’s 1.7 million chances to change the game on financial literacy. With Fortune Island on Roblox, we became the first beauty brand to build a financial literacy experience, because we believe beauty isn’t just skin deep – it’s about confidence, control, and future readiness.”