E.l.f. Beauty has launched a financial literacy experience on Roblox, becoming the first-ever beauty brand to introduce a financial literacy game on the online platform.

Dubbed “Fortune Island: Earn. Learn. Flex.”, the experience was developed by Karta in collaboration with Chime, a leading financial technology company, with the aim to empower young players with money skills while building self-confidence. 

With over half of Gen Z aspiring to become entrepreneurs, according to recent studies, E.l.f.’s latest launch taps into a generation eager to take charge of their financial futures. Still, research shows that one in three young people lack confidence in managing money, and three in four feel they only have enough funds to survive, not thrive. 

The new experience guides players through four stages of financial growth including from early saving habits to smart investment strategies, using real-world scenarios to build skills in budgeting, saving, protecting assets, and investing with purpose.

“Gen Z would rather talk about literally anything than money or debt — so we flipped the script,” said Patrick O’Keefe, chief integrated marketing officer, E.l.f. Beauty. 

“We created ‘Fortune Island: Earn. Learn. Flex.’ to equip our community with the skills and swagger to be their best E.l.f. selves. By building real connections and fueling personal growth, we’re not just creating a safe space — we’re creating a launchpad for Gen Z to flex their power, own their future and thrive on their terms.”

The brand’s existing Roblox game, “E.l.f. Up!”, already invites players to build their dream businesses, racking up 22.1 million lifetime visits, an average of 1.29 million monthly visits, and a 96% approval rating as of this month.

“The most successful brands on Roblox are on the pulse of Gen Z culture, are authentic to what they stand for, and meet their audiences where they are spending time,” said Justine Higueras, head of beauty partnerships at Roblox. 

“This includes E.l.f., a fan favorite already with proven success on the platform, and now Chime coming together to engage and empower our community of millions of Gen Z users, and look for creative, new ways to enhance their experience on and off the platform.”

Canadian retailer Hudson’s Bay announced on Friday that it will begin liquidation sales at its remaining six Hudson’s Bay stores and one Saks Fifth Avenue location, amid ongoing efforts to secure a buyer or investor. 

The company sought creditor protection last month, initiating a sale process and beginning liquidation of all but six of its 96 Hudson’s Bay, Saks Fifth Avenue, and Saks Off 5th stores.

With no viable bids expected for the current six-store model, the company will proceed with liquidation, joining the stores already in the process of winding down.

The six stores now joining the liquidation include the Downtown Queen Street location at 176 Yonge Street in Toronto, Yorkdale Shopping Center in Toronto, Hillcrest Mall in Richmond Hill, the Downtown Montreal location, Carrefour Laval in Laval, and the Pointe-Claire store in Quebec.

While the liquidation process moves forward, the company emphasized that it retains the ability to withdraw individual stores from closure, should a qualifying bid emerge. Reflect Advisors, which is overseeing the process, continues to solicit interest in acquiring, investing in, or refinancing all or parts of the business. The deadline for interested parties to submit offers is April 30.

All remaining Hudson’s Bay and Saks Fifth Avenue stores in Canada are expected to cease operations no later than June 15, though some locations may close sooner. Nine Saks Off 5th locations are also scheduled to close on April 27.

“Hudson’s Bay extends its sincerest gratitude to its dedicated associates and loyal customers for their overwhelming support over the years and throughout this chapter,” the company said in a news statement.