PR Newswire
BELLEMINT IS A NEXT-GEN FASHION STYLING GAME THAT MERGES VIRTUAL AND REAL-WORLD SHOPPING
LOS ANGELES
, March 5, 2025 /PRNewswire/ — Revolve Group (RVLV), the next-generation fashion retailer for Millennial and Generation Z consumers, and Muus Collective, Inc. are thrilled to announce the worldwide launch of BELLEMINT, the cutting-edge fashion styling game that seamlessly merges interactive play with real-world shopping. Following a successful U.S. launch, BELLEMINT is now available globally, allowing fashion lovers to engage with REVOLVE’s renowned brand portfolio in an immersive, gamified shopping experience.
As BELLEMINT’s exclusive retail partner, REVOLVE continues to push the boundaries of digital fashion engagement. To enhance the experience, U.S.-based players can now link their REVOLVE Loyalty accounts within the game to unlock exclusive loyalty points and even earn double points on qualifying purchases made through BELLEMINT for the first three months. Additionally, players who reach level 6 will unlock a limited-time 20% discount code to shop on REVOLVE.com, further bridging the gap between virtual styling and real-life shopping. This is only the beginning – with even more exciting perks and rewards expected to launch in the coming months.
BELLEMINT has rapidly gained traction among fashion-forward gamers, boasting impressive engagement metrics:
- 30-minute average daily playtime, reflecting high user interaction.
- 97% female user base, with strong engagement among young shoppers.
- 51% of players aged 18-24; 28% aged 25-34, aligning with REVOLVE’s core demographic.
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$252 average order value (AOV) on sales driven from BELLEMINT to REVOLVE.com. - Over 1.4 million looks styled in-game – and counting!
BELLEMINT users (known as Stylists) have a strong affinity for REVOLVE’s top-selling categories, with dresses leading the way, followed by a mix of tops, skirts, and pants. REVOLVE-owned brand, Lovers + Friends, has emerged as the most-shopped brand within the game, with additional styles from REVOLVE and FWRD playing a key role in the platform’s success.
BELLEMINT’s seamless integration with REVOLVE’s e-commerce platform offers a truly unique shopping journey. Players can experiment with styling curated looks, customize digital avatars with diverse sizes and skin tones, participate in daily challenges that inspire personal expression, and provide feedback on other Stylists’ looks to spotlight the best style. The result? A deeper connection between gaming and shopping, where digital engagement translates into real-world fashion purchases.
With BELLEMINT now available globally, REVOLVE continues to innovate at the intersection of fashion, technology, and community, offering an aspirational yet accessible platform for the next generation of style enthusiasts.
“We are absolutely thrilled with BELLEMINT’s U.S. release,” saidSarah Fuchs, Co-Founder, Co-CEO, and Chair of Muus Collective. “We’ve discovered a deeply captivated audience that loves REVOLVE and has engaged with their products over 5 million times in-game – styling diverse avatars with an unparalleled range of skin tones, hair textures, and body sizes with items from brands like Bronx and Banco, A.L.C., and Rococo Sand. We can’t wait to continue to connect with REVOLVE customers all over the world with our global expansion.”
“We are always looking for innovative ways to connect with our customers, and with BELLEMINT, we can merge gaming with real-world shopping, by offering a more immersive experience that brings our brand to life in a new way. Integrating our REVOLVE Loyalty program into the game allows users to unlock exclusive perks, like earning double points and accessing special discounts, so they can enjoy the full benefits of shopping with REVOLVE—even while gaming. This launch is an exciting step forward in bridging fashion and technology, and we’re proud to continue pushing boundaries in how consumers engage with our brand.” – Michael Mente, Co-Founder and Co-CEO of REVOLVE Group Inc
“Fashion lovers want a centralized place to discover and get inspired by influencers’ closets (e.g., Instagram and TikTok), curate their own looks (e.g., Pinterest), get their friends’ input on their shopping carts, and easily click-through to purchase. BELLEMINT is this one-stop shop, starting with REVOLVE’s brands! Years ago, REVOLVE changed the game of retail marketing with its influencer activations, so it’s no surprise that REVOLVE is at the forefront of innovating retail’s next marketing channel – mobile gaming.” – Emily Wang, Partner and COO at Griffin Gaming Partners.
“This is an exciting new phase for BELLEMINT as we continue to grow our audience and add more REVOLVE-focused features into the game,” saidAmber Bezahler, Co-Founder and Co-CEO of Muus Collective. “Our women-led studio has worked closely alongside the REVOLVE team and their customers to ideate and develop features that will inspire and connect millions of fashion enthusiasts both digitally and IRL. The loyalty program integration is just one of many features we have planned for this year to provide a seamless shopping experience.”
Media Contact:
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About Revolve Group, Inc.
Revolve Group, Inc. (RVLV) is the next-generation fashion retailer for Millennial and Generation Z consumers. As a trusted premium lifestyle brand and a go-to online source for discovery and inspiration, we deliver an engaging customer experience from a vast, yet curated, offering of apparel, footwear, accessories, and beauty styles. Our dynamic platform connects a deeply engaged community of millions of consumers, thousands of global fashion influencers, and more than 1,000 emerging, established, and owned brands.
We were founded in 2003 by our co-CEOs, Michael Mente and Mike Karanikolas. We sell merchandise through two complementary segments, REVOLVE and FWRD, that leverage one platform. Through REVOLVE, we offer an assortment of premium apparel, footwear, accessories, and beauty products from emerging, established and owned brands. Through FWRD, we offer a highly curated assortment of iconic and emerging luxury brands. For more information, visit www.revolve.com.
About Muus Collective, Inc.
Muus Collective is an entertainment studio building community-driven, fashion-forward experiences across mobile games and e-commerce. The studio’s debut mobile fashion game, BELLEMINT, empowers players to discover inspiration, style unique looks, and share their creativity. BELLEMINT is now available for download on the App Store and Google Play. Follow the Collective at https://www.muuscollective.com and learn more about BELLEMINT at https://www.bellemint.com.
About Griffin Gaming Partners
Griffin Gaming Partners is one of the world’s leading venture capital firms focused on the global gaming market, with over $1.3 billion in assets under management. Griffin invests in seed through growth stages across software infrastructure, content, and platforms in gaming. Griffin Gaming Partners is incubating Muus Collective.
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SOURCE Revolve Group, Inc.
