e.l.f. Cosmetics expands its mockumentary series with Vanity Vandals, a 10-minute film starring Phoebe Dynevor and Christina Chang. Following the release of Cosmetic Criminals in 2024, the new installment places shared bathroom routines under investigation, using a true crime format to explore how beauty products accumulate and take over personal space. CAMPAIGNS The film introduces […] More
E.l.f. Cosmetics brings Flau’Jae Johnson into its “Show Yourself” campaign, placing the college basketball player and musician at the center of its latest initiative. With more than 2,000 career points, Johnson enters the partnership as an athlete with a defined track record, while her work in music adds a second layer to her public presence. […] More
e.l.f. Cosmetics introduces two new additions to its Power Grip lineup, expanding the brand’s presence beyond makeup into hair styling. The launch introduces the Power Grip Stick & Slick Hair Gel + Brush Bundle and the Power Grip Hair Gel Wand, two products designed to support sleek hairstyles. Both products extend the familiar grip associated […] More
H&M and e.l.f. Cosmetics come together for an unexpected collaboration that introduces fragrance as new territory for both brands. The limited edition eau de parfum collection marks H&M’s first partnership within the beauty category and e.l.f.’s first step into scent. Built around three of e.l.f.’s best-known product franchises, the project translates familiar names into an […] More
e.l.f. introduces the Halo Glow Silky Powder Highlighter as a powder formula created to give skin a glowy, glass-skin finish. Designed as a silky-soft highlighter, the product focuses on texture, finish, and wear, positioning itself as an accessible option for achieving luminosity without heaviness. The formula centers on finely milled micro-shimmer, which gives the powder […] More
e.l.f. Skin expands its Thirst Burst family with the launch of the Thirst Burst Pore-fecting Toner. The toner enters the lineup as a hydrating and exfoliating formula created to smooth texture, refine pores, and leave skin with a fresh, dewy finish. SKINCARE The new toner centers on a 2% BHA formula that targets pore congestion […] More
E.l.f. Beauty has signed a definitive agreement to acquire rhode, the fast-rising beauty brand founded by Hailey Bieber, in a deal valued at $1 billion. The acquisition adds another skin-focused brand to e.l.f. Beauty’s portfolio and positions the company for broader expansion across both digital and physical retail channels. BEAUTY BUSINESS Founded by Bieber in […] More
