Avatar Makeup Launches Today on Roblox Marketplace

• Roblox is launching Makeup, a new category in the Avatar Marketplace, as well as on the Customize tab.

• Makeup can be mixed and matched across eyes, lips, and face makeup items, as well as eyebrows and eyelashes. Creators can also offer combinations as full-face looks.

• Today’s launch includes over 100 makeup items with more to come.

• In addition to traditional makeup, the category can be used for full-face paint, team flags and decals, battle markings, camouflage, and other decorations.

• Makeup is designed to work seamlessly across the platform.

Avatars are an extension of people’s identities on Roblox, and users spend a lot of time and effort perfecting them. They look for the right items on Marketplace, change their avatar’s look to match their mood or the tone of a game, and try out new styles. In 2025, users updated their avatars an average of 274 million times per day.¹

Today, we’re excited to announce Makeup, a whole new way for users to customize their avatars, and for creators and brands to build and reach their audiences. We’re beginning our rollout today and launching with over 100 makeup items made by members of our community, with more coming to the Marketplace every day from both creators and brands.

Your Look, Your Way

As any Get Ready With Me (GRWM) fan knows, real-world makeup routines combine any number of products, including foundation, eyeliner, eyeshadow, mascara, lipstick, lip liner, blush, contour, brow pencil, stencils, and more. Makeup on Roblox is equally modular, allowing users to mix and match items to define their own unique style. It includes subcategories for Eyes, Face, Lips, Eyelashes, and Eyebrows, as well as full-face looks that combine these subcategories.

While we’re calling the category “makeup,” it also includes face paint, battle scars, camouflage, intricate art, and other items that might not immediately come to mind, but are useful for creating a mysterious wizard or a bubbly pop star look.

An Opportunity for Makeup Makers

As a brand-new method of avatar customization, Makeup marks a huge opportunity for creators. According to research from Roblox and Ipsos, 58% of Gen Z Roblox users surveyed wore makeup in the last three months—and of those, 84% used it a few times a week. Approximately 87% of those surveyed indicated they’re willing to purchase makeup on Roblox on a monthly basis, with 85% of users saying that customizing their avatar’s makeup makes them more excited about playing games.

Creators can offer time-limited makeup items at a discounted price. Doing so is an affordable way for users to experiment with different styles before committing, try out a seasonal palette, or acquire an exclusive look for a specific experience like an in-game concert.

The opportunity for brands is equally massive. As we saw in 2025, real-world preferences often cross into the digital world, and vice versa. About 83% of Gen Z makeup users are interested in putting products from their favorite makeup brands on their avatar. Likewise, 76% of surveyed makeup users and 71% of all surveyed Gen Z Roblox users agree that putting a brand’s makeup on their avatar makes them more likely to consider using that brand in real life.

The Tech Behind the Look

Underpinning today’s launch is technology that enables creators and brands to make a look or item once, and let users wear it on any avatar. Building this kind of one-size-fits-all solution is harder than it sounds, given the number of unique avatars on Roblox, and the different forms they take.

Heads on Roblox already include information about where the eyes and mouth are located. We utilize this same information to make sure Makeup looks great on every face, so users can wear eyeshadow and lipgloss, no matter what they look like.

Like clothing, Makeup on Roblox is also layered. Across the industry, adding makeup to characters typically either recolors a part or swaps out the part entirely. This limitation means most platforms and games are restricted to a set number of options in each category. Our solution is more flexible, meaning users can mix-and-match items or change the order of layers to define their avatar’s style however they see fit.

Creators can also take their ideas to the next level by using physically based rendering (PBR) effects to build more detailed and realistic makeup creations, like glossy lipstick, highlighter, and metallic eyeshadow.

Check out our DevForum post for a deep-dive into the technical details.

The Importance of Makeup

The vast majority (82%) of surveyed Gen Z makeup users agreed that wearing makeup is an important part of their self-expression, and 77% said they feel “more like themselves” when wearing makeup. Makeup can also be a valuable part of community-building. Just as clothing helps users reflect specific subcultures, 52% of survey respondents said makeup makes it easier to find people with similar styles, and 49% said it helps them belong to a certain group or community.

Regardless of individual motivations—confidence, creative self-expression, belonging, fun—our goal is to give users more options and enable them to take control of how they show up on Roblox. We celebrate and embrace Roblox’s diversity, from classic style avatars to armor-clad warriors, anime-inspired looks, oversized cats, futuristic robots, and more. Our goal is always to give users more control, more choice, and more opportunities to be themselves (or explore who they are) on Roblox.

We can already imagine some of the ways that experiences will take advantage of makeup and the near-infinite number of looks that it makes possible. Some are obvious, like games where players assemble iconic styles from various makeup components. Others are more subtle, like using face paint to distinguish between two teams, adding eye black for sports games, or using full-face camouflage to help players get the drop on enemies in an FPS.

Whatever the case may be, we can’t wait to see where the community takes it from here.