e.l.f. Cosmetics is bringing its beauty looks to the virtual world with a new ZEPETO experience

Beauty experimentation isn't just happening in front of the bathroom mirror anymore. e.l.f. Cosmetics is taking it into the virtual world with the launch of Express Your e.l.f., a new styling experience on ZEPETO that lets users create beauty-inspired looks for their digital avatars.

If you're unfamiliar with it, ZEPETO is a social platform where you create your own digital character, dress them up, customise their appearance and interact with other users in virtual spaces. Think of it as a mix of digital fashion, social networking and gaming, where your avatar becomes another way to express your personality.

Now, e.l.f. is joining in, giving players the chance to explore beauty trends and put together complete virtual outfits and looks using digital items designed by the brand. That means experimenting with your avatar's style without needing to buy new makeup or clothes in real life.

For beauty fans, who are used to discovering trends through TikTok, Instagram and online creators, virtual styling offers another way to play around with personal style. Whether you're into bold, statement-making looks or prefer something more understated, the idea is to let you explore different aesthetics and see what suits your avatar.

Ultimately, real-life makeup is still about what works for you, your skin and your personal style. But if you enjoy experimenting with different looks, e.l.f.'s latest virtual venture offers another space to get creative, this time through your digital alter ego.

It is also worth mentioning the e.l.f. SKIN Save Your e.l.f. Hypochlorous Mist, which sits alongside the brand’s Project Soothe initiative, designed to raise awareness of hypochlorous acid and skincare for stressed or sensitive skin.

With colder weather often leaving skin feeling dry, uncomfortable or looking red, hypochlorous acid is having a moment in skincare, making this one to look out for if you're keen to keep your winter skincare routine gentle and simple.

Natalie Dixon is our Lifestyle reporter, if you liked this article and want to read more about lifestyle you can follow Natalie Dixon on X here