TINA.org Prompts Removal of Anti-Aging Products from Roblox Game

In the 13+ Roblox game “Glow Up!,” launched by cosmetics giant e.l.f. Beauty last December, players assume the role of a makeup artist tasked with preparing characters for events like a concert, winter ball or Halloween party.

Through last week, the game promoted a number of e.l.f. skincare products, including those meant to address adult concerns including:

• A serum that e.l.f. claims on its website “reduce[s] the look of dark spots and fine lines.
• A “serum stick” that the company advertises as helping “visibly plump … and smooth the look of skin” and says is suitable for people with “mature skin and fine lines.”
• A cream e.l.f. says “leave[s] skin visibly plump.”

As shown below, the game (which we accessed with a 13-year-old account) not only featured these products but actively encouraged players to apply them to their subjects as they might themselves – despite the fact that the products are not appropriate for the game’s younger audience.

In addition, a poster in the game showed an eye cream that e.l.f. advertises as able to “minimize dark circles.”

Last week, TINA.org reached out to both Roblox and e.l.f. for comment on these concerning findings. Neither company responded. However, following our inquiries, important changes were made. Specifically, the skincare products at issue lost their e.l.f. branding and product names, and are now shown in generic virtual containers.

And the poster that had promoted the anti-aging eye cream was taken down.

Go deeper

A closer look at some of the ingredients in these anti-aging products sheds more light on why they are not a good fit for teens.

For example, Bright Icon Vitamin C + E + Ferulic Serum contains ferulic acid, an antioxidant that has been studied for its effectiveness in reducing signs of aging in adults and which health sources say is suited for people in their 20s or older. Or as another beauty company that also sells a product containing ferulic acid puts it:

Ferulic acid is often used in skincare to reduce the appearance of sun damage and age spots and therefore does not need to be used by anyone under the age of 18.

Meanwhile, hyaluronic acid – one of the “key ingredients” in Holy Hydration! Barrier Goals Cream – while generally considered safe is “largely unnecessary for children and younger people” and may not be appropriate for teen skin since most of the scientific research to date has been on older populations, according to reports.

Then there’s the serum stick, which contains an anti-aging peptide ingredient – acetyl hexapeptide-8, also known as Argireline or “Botox in a bottle.” In fact, many of the e.l.f. products that had been advertised in the game – including the eye cream, among others – contain peptide ingredients that experts say aren’t necessary for younger skin.

As we have noted before, skincare products with anti-aging ingredients can be harmful to young skin, potentially causing irritation and other adverse reactions. This is partly why some regulators are concerned about these types of products being marketed to kids on platforms where they spend a lot of their time.

It’s also worth noting that while e.l.f. allows 13-year-olds to play its Roblox game, the company requires that consumers be at least 16 to use its website or apps.

The bottom line

When e.l.f. launched Glow Up! late last year, the company said the game would help enable Roblox players to be their “authentic selves.” But for the game’s teen players, how did anti-aging products fit into that equation? Prior to the e.l.f.-branded products’ removal, the game had already been visited more than 11 million times.

Not to mention, where was Roblox in all this? The platform allowing games like this (and others) to expose minors to inappropriate content speaks louder than its pledges to protect its most vulnerable users.

Find more of our coverage on Roblox.