The brand opportunity in Roblox hair is heating up

Fashion and beauty brands have continued to experiment with Metaverse activations despite many other industries souring on the trend. Now, hairstyles from the likes of Adidas, Ulta, Amika and more are becoming hot commodities in Roblox.

Hair resale on the platform is growing, with items being resold for 97% more than the original selling price. Five hundred units of virtual hair designed by a creator sold out when originally sold for 79 Robux. They are now reselling for about 3,000 Robux, which is the equivalent of $30.
“To see this [item] re-selling for the price of a real-life haircut shows me consumers and users on Roblox care about what hair they invest in for their avatar as much as they do IRL for themselves,” said Jenni Svoboda, the creator of the style who is known as Lovespun on the platform. She has partnered with brands including Nars and Carolina Herrera on virtual hair products.
For brands, Roblox hair is a valuable addition to their product offerings on the platform, as well as an opportunity to showcase branding and brand values like diversity.
For its part, hair-care brand Amika joined the platform in January 2024, selling 18 different hairstyles in its Amikaverse experience. While the brand declined to share its investment in Roblox, a representative said that it’s doubling its investment in gaming year-over-year in 2024. Amikaverse has seen 872,000 visits since launching, according to data platform Geeiq.
“This is a long-term investment for us,” said Shannon Otto, senior director of consumer digital engagement at Amika. “Gen Alpha shopping behaviors have been getting a lot of attention lately, [for example] with them ‘taking over‘ Sephora. That attention and that behavior speak to their devotion, their brand loyalty, and their curiosity for beauty products. … Roblox is where the next generation of our consumers are. They want to immerse themselves in a brand new universe.”