Step Inside Rihanna’s Lip Gloss Wonderland: Fenty Beauty’s Roblox World Is Now Shoppable
Fenty Beauty is back in the Roblox universe—and this time, it’s not just play. It’s pay, too. Rihanna’s cult-favorite beauty brand has returned to the immersive platform with its boldest digital experiment yet: a full-blown lip gloss fantasy that’s officially shoppable. Yes, real-world products. From inside the game.
“I’m excited to continue to push the boundaries and bring together our digital and real worlds in a new way. What’s better than shopping for your favorite lip gloss in a true Fenty fantasy world?!”
– Rihanna
Running from May 15 through August 15, 2025, this third chapter of the Fenty Beauty Experience is a technicolour, lip-gloss-drenched upgrade to the original playground. But now, it's also a functioning retail space. Powered by Shopify’s brand-new e-commerce integration with Roblox, U.S. players (18 and up) can pick up actual Gloss Bombs—delivered to their doorsteps—straight from virtual shelves.
The new experience is built around Rihanna’s ride-or-die product: the Gloss Bomb Universal Lip Luminizer. It started with one universal shade, Fenty Glow. Today? It’s a whole movement—seven formats and finishes, from shimmer to plump to full-on icy cool. Naturally, the Roblox world is a lip lover’s dream, expanding on fan-favorite elements like the Gloss Bomb Lab, which now includes Fenty Skin treats alongside the iconic gloss lineup. Inside, players can experiment, concoct, and create their perfect pout, unlocking exclusive digital content along the way.
“It’s no secret that I’m lip gloss-obsessed. Gloss Bomb is my go-to lip product so it was only a matter of time until I brought you into my lip gloss fantasy world! I’m excited for everyone to see how the right sparkle, shine, and gloss can make dreams a reality.”
– Rihanna
Let’s talk about Grape Splash. It’s the new, exclusive-to-Roblox shade—a holographic, shimmering purple—and it’s only available to buy in-game. This isn’t just digital play. It’s a “phygital” revolution. You experience the gloss in Roblox, you buy it in Roblox, and then you wear it IRL. Shopify’s president Harley Finkelstein put it bluntly:
"Fenty Beauty isn't just talking about the future of retail. They're building it. With Shopify. Online, offline, in-person at Shopify NY, and now as the first brand selling physical products on Roblox—all powered by Shopify. This is what happens when visionary merchants use our technology to break boundaries. The next generation of consumers won't distinguish between digital and physical shopping experiences. Neither should brands. This is commerce without boundaries, and it’s happening now."
– Harley Finkelstein, President of Shopify
To amp things up even further, influencer guest hosts will be popping in throughout the experience. Expect interactive meet-and-greets, live beauty banter, exclusive discounts, and rare collectibles—all designed to dial up the connection between the community and the brand.
Fenty Beauty has always stood for inclusion, innovation, and having fun while looking bomb. This new shoppable Roblox world is all of that, turned up and dipped in gloss.
Catch the Fenty Beauty Experience on Roblox from May 15 – August 15, 2025.
Head to roblox.com/fentybeauty and follow @fentybeauty, @badgalriri, and @shopify to stay in the loop.
