e.l.f. Cosmetics brings virtual styling to ZEPETO metaverse

The collaboration marks another move by the beauty brand to bridge the gap between physical retail and digital culture. By integrating its products into the ZEPETO ecosystem, the company offers players the ability to dress their avatars in branded outfits and capture high-quality photos or videos against custom backdrops for the platform’s social feed.

Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Brands, noted that the project is designed to meet the community in their preferred digital spaces. Annette Lee, Head of Business Development at ZEPETO, added that the partnership aims to redefine makeup as a comprehensive, head-to-toe virtual styling exercise, pushing the boundaries of how users interact with beauty brands in virtual environments.