e.l.f. Beauty Launches Roblox Game Jam With Ocean Voyager Oliver Widger

e.l.f. Finds a Kindred Spirit in Oliver Widger to Inspire Dream Chasers Everywhere

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05/27/2025 - 12:01 AM

e.l.f. and Widger Team Up to Launch Roblox Game Jam: Sailing with Phoenix

OAKLAND, Calif.--(BUSINESS WIRE)-- e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE:ELF), joined forces with an unexpected but inspiring partner to celebrate and elevate the stories of dream chasers and rule breakers: Oliver Widger captivated social media with his daring journey across the Pacific Ocean with his cat, Phoenix.

e.l.f. Cosmetics joined forces with Oliver Widger, who captivated social media with his daring journey across the Pacific Ocean with his cat, Phoenix. In the spirit of adventure, they are teaming up to empower and inspire other dreamers through the launch of a Roblox Game Jam Sailing with Phoenix.

Widger’s journey—defined by grit, optimism, and a refusal to follow the rules—sparked a global following. e.l.f. immediately recognized a kindred spirit. In a bold move, e.l.f. partnered with Aloft, a nonprofit organization that supports the next generation of aviators, to deliver a care package that was plane-dropped mid-ocean—symbolizing the brand’s commitment to showing up for its community, no matter where they are. e.l.f will continue to support Aloft in its work to democratize access for aspiring young pilots. As a cruelty-free brand, e.l.f. will also make a donation to an animal shelter of Widger’s choice—in honor of his co-captain, Phoenix.

"Receiving the e.l.f. care package in the middle of the ocean was intense; it was cool,” said Widger. “It wasn’t just about snacks and supplies—it was a powerful reminder that people were watching, believing in me, and cheering me on. That kind of support—especially from a brand that celebrates bold moves—reminded me I wasn’t alone on this journey.”

Widger arrived in Waikiki, Hawaii, on May 24. He joined the brand’s e.l.f. you! Twitch livestream just hours after putting his feet on the ground where he shared, “If there’s one person who chased their dream from watching me chase my dream, that’s the coolest thing in the world.”

From one bold move to the next, e.l.f. and Widger, in collaboration with eGEN, a gaming consultancy, are teaming up in the spirit of adventure to empower and inspire other dreamers through the launch of a Roblox Game Jam Sailing with Phoenix.

The Sailing with Phoenix Game Jam challenges Roblox developers to build original games inspired by purpose, passion, and adventure. Hosted by e.l.f., and created in connection with Widger and eGen, the contest empowers a new wave of creators to turn bold ideas into action—with prizes awarded to the top three winners.

“At e.l.f., we’re not afraid to challenge the status quo and do the unexpected,” said Patrick O'Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty. “Like the rest of the world, we were fascinated by Oliver’s journey. He’s a bold disruptor with a kind heart, and our partnership is all about empowering fellow dream chasers. This isn’t just a game or a stunt—it’s a platform for young creators to be inspired, spark creativity, build confidence, and push the boundaries of what’s possible.”

The game jam democratizes access in an "Eyes. Lips. First." moment, inviting up-and-coming developers to create games inspired by Widger's pursuit of dreams. Stay tuned for more details.

To hear more about Widger’s journey, visit, e.l.f. you!.

About e.l.f. Cosmetics

e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.