e.l.f. Cosmetics Welcomes Kuromi™ to Glow Up! for Her First-Ever Roblox Collaboration Outside Sanrio®’s Universe

OAKLAND, Calif.--(BUSINESS WIRE)--Oct 20, 2026--

e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF) today announced a collaboration with Sanrio® to bring Kuromi™ into Glow Up!, e.l.f.’s immersive beauty experience on Roblox. Marking Kuromi’s first collaboration inside another brand on Roblox, the partnership brings together two kindred spirits known for bold disruption with a kind heart.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261019714343/en/

Arriving just in time for Kuromi’s Halloween birthday and her annual Month of Mischief, the limited-time experience transforms Glow Up! with a dedicated Kuromi lobby, all-new whimsigoth looks and Kuromi-themed in-game items, with new content continuing through the holiday season.

The collaboration lands at a defining moment for Kuromi and e.l.f.’s growing presence in immersive gaming:

“Beauty and gaming share something powerful: the freedom to express who you are, connect with communities and celebrate what makes you unique. With Glow Up! on Roblox, we’ve created an immersive playground where creativity has no limits and everyone belongs. Bringing Kuromi into the e.l.f. universe is another unexpected way to surprise and delight our community, bringing together beauty, entertainment and self-expression in a way that is uniquely e.l.f.ing us,” said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Brands.

Through the collaboration, players can:

“Kuromi has always been about being true to yourself and celebrating your individuality,” said Jill Koch, Chief Brand Officer, Sanrio, Inc. “That spirit of self-expression makes e.l.f.’s Glow Up! on Roblox a natural fit, giving fans a playful new way to experiment with their personal style and express their creativity.”

e.l.f. collaborated with eGEN, a global immersive marketing consultancy, to develop the collaboration and bring the experience to life.

Kuromi x e.l.f. is now available for a limited time in Glow Up! on Roblox.

Source:Sanrio, 2025, Newzoo, 2024

About e.l.f. Brands

e.l.f. Brands, part of e.l.f. Beauty (NYSE: ELF), includes e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, and is fueled by a mission to make the best of beauty accessible and a purpose to make the world a better place for every eye, lip and face. Purpose led and results driven, e.l.f. Beauty is a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. As a bold disruptor with a kind heart, e.l.f. Brands' superpowers are delivering universally appealing, premium-quality products at affordable prices that are vegan, e.l.f. clean and double-certified by Leaping Bunny and PETA as cruelty-free. e.l.f. Brands are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.

About Sanrio ®

Sanrio® is the global lifestyle brand and home to Hello Kitty®, created in 1974, and many other beloved character brands such as My Melody™, Kuromi™, LittleTwinStars™, Cinnamoroll™, Pompompurin™, gudetama™, Aggretsuko™, Chococat™, Badtz-Maru™ and Keroppi™. Sanrio was founded on the philosophy that a small gift can bring happiness and friendship to people of all ages. Since 1960, this philosophy has served as the inspiration to offer quality products, services and activities that promote communication and inspire unique consumer experiences across the world. Today, Sanrio's business extends into the entertainment industry with several content series, gaming offerings and theme parks. Sanrio boasts an extensive product lineup which is available in over 130 countries. Sanrio hopes to bring smiles to everyone's faces with their vision of "One World, Connecting Smiles." To learn more about Sanrio, please visit www.sanrio.com and follow @sanrio and @hellokitty on Facebook, Instagram, Twitter, TikTok, Pinterest and subscribe to the Hello Kitty and Friends YouTube Channel.

e.l.f. Cosmetics announces a collaboration with Sanrio® to bring Kuromi™ into Glow Up!, e.l.f.’s immersive beauty experience on Roblox.

SANTA CLARA, Calif. (AP) — San Francisco 49ers receiver Mike Evans left Monday night's win over the Washington Commanders with Achilles tendinitis.

Evans had been bothered for the past week by the issue and didn't practice leading up to the game. He has also been playing through two broken ribs but was active for the game after being listed as questionable.

“It's the same thing that was bothering him all week,” coach Kyle Shanahan said after the 23-17 win. “Just was acting up too much in the game so he couldn’t go. We’ll see how he feels this week.”

Shanahan said Evans doesn't need additional testing and the injury is not believed to be something that will sideline him for a long period. San Francisco plays at Atlanta on Sunday and then has a bye week.

“When you have Achilles tendinitis like he does, it’s it kind of is what it is,” Shanahan said. “It flared up tonight. I hope that he recovers throughout the week, but I don’t think it’s a long-term thing. But right now, it almost cost him this game, and then it cost him two quarters. Hopefully, he’ll be able to play next week. But if not, we’ll have to have the rest of the group step up and hopefully get him healed up after the bye week.”

Evans had three catches for 94 yards in the first half before leaving the game after a 16-yard catch late in the second quarter. Evans limped off the field and was seen trying to stretch out his lower leg in the tunnel before going back to the locker room.

He didn't return for the second half and was ruled out for the game. The 49ers are already missing several receivers with Ricky Pearsall, De'Zhaun Stribling, Deebo Samuel, Demarcus Robinson and Christian Kirk all sidelined. Kirk could return as soon as next week.

After gaining 303 yards and 17 first downs on the way to a 20-3 halftime lead, San Francisco was held to 72 yards and three first downs in the second as the defense held on for the win.

“Obviously he’s one of our best playmakers,” quarterback Brock Purdy said. “So you want to get him the ball as much as you can and what he brings to the table with making plays and sort of what defenses have to do to respect him. ... So obviously it sucks having him go down. But I still obviously believe in the guys that have to step up and make plays for us and stuff too. We’ll be good, but obviously we’d love to have him out there.”

The 33-year-old Evans has been a key part of the 49ers' offense in his first season in San Francisco. He has 27 catches for 420 yards and three touchdowns despite dealing with the broken ribs since Week 3.

Evans is a six-time Pro Bowler and topped 1,000 yards receiving in each of his first 11 seasons in the NFL with Tampa Bay. He was held to just 368 yards last season when he was limited to eight games because of injuries.

San Francisco linebacker Luke Gifford also left the game with a groin injury and slot cornerback Upton Stout left with an injured shoulder.

See AP’s full NFL coverage here

San Francisco 49ers wide receiver Mike Evans, left, runs against Washington Commanders safety Nick Cross (25) during the first half of an NFL football game in Santa Clara, Calif., Monday, Oct. 19, 2026. (AP Photo/Kelley L. Cox)

San Francisco 49ers wide receiver Mike Evans (5) reacts after a getting up from a play before walking off the field during the first half of an NFL football game against the Washington Commanders in Santa Clara, Calif., Monday, Oct. 19, 2026. (AP Photo/Kelley L. Cox)