Roblox introduces layered avatar cosmetics with new Makeup category

Roblox has added a new Makeup category to its Avatar Marketplace, allowing users to apply layered cosmetic items to different parts of their avatars. The feature includes over 100 items at launch, created by community developers, with more expected from both independent creators and brands over time.

The system is applicable to a variety of cosmetic styles beyond traditional makeup, including face paint, camouflage, and design. It is also applicable across various game genres and avatars. The system is also accessible through the "Customize" tab on the platform.


How Roblox’s avatar makeup system works

The Makeup category is built as a modular system, enabling users to combine items across five subcategories: Eyes, Face, Lips, Eyelashes, and Eyebrows. Users can mix and match elements or apply bundled full-face looks created by developers.

Unlike earlier customisation tools that replaced facial elements, this system uses layering, allowing multiple items to be stacked and adjusted. The feature relies on existing avatar data that maps facial features, ensuring consistent placement across different avatar designs. Creators can also use rendering effects such as gloss, shimmer, and metallic finishes to add detail.

The feature also has gameplay-related uses. Players can use face paint for team identification, apply eye black in sports-themed experiences, or use camouflage elements in shooter-style games. The system also supports more detailed character design through layered item combinations.

New opportunities for creators and brands

The update introduces additional earning options for creators, who can offer items, including limited-time cosmetics at varied price points. Brands are also participating in the rollout. e.l.f. Cosmetics is among the early participants, collaborating with creators to design virtual looks linked to its products and integrating them into in-game experiences such as e.l.f. Up and Glow Up.

Commenting on the feature, Patrick O'Keefe, Chief Integrated Marketing Officer of e.l.f. Beauty said, “Roblox Makeup is our love letter to a community that doesn't follow culture; it creates it. As identity moves seamlessly between digital and physical worlds, e.l.f. shows up across both, giving our community the tools to express who they are, everywhere they exist."

Roblox said avatar customisation remains a frequent activity on the platform. In the first half of 2025, users updated their avatars an average of 274 million times per day. Research conducted by Roblox with Ipsos found that 58% of surveyed Gen Z users had used makeup in the past three months, with 84% of them using it several times a week.

The study also found that 87% of respondents said they would consider purchasing makeup items on Roblox monthly, while 85% said customising avatar makeup increased their engagement with games. Around 83% expressed interest in using cosmetics from familiar brands on their avatars, and 76% of makeup users, along with 71% of all Gen Z respondents, said applying branded makeup in-game made them more likely to consider those brands outside the platform.