ELF Seeks to Cure the First-Date Jitters with Tinder Makeup Collab

ELF Cosmetics and Tinder want to disrupt the dating game with a new collaboration inspired by the relationship between self-expression and confidence when creating new connections.

The brands have rolled out the ELF x Tinder “Put Your ELF Out There” vault collection.

A recent study found that 35% of surveyed singles see first dates as an opportunity to experience new makeup looks.

“ELF and Tinder are kindred spirits, united in our commitment to self-expression and empowerment. Together, we create a constellation that further fuels our community’s confidence,” said Kory Marchisotto, chief marketing officer, ELF Beauty. “Finding a like-minded partner like Tinder is non-negotiable in our collaborations. We draw inspiration directly from the pulse of our communities and translate it into bold action. Knowing 80% of singles in the study said having a get-ready routine impacts their confidence on a first date, we created products to help them feel like their most empowered selves.”

According to Melissa Hobley, chief marketing officer at Tinder, nearly half (46%) of surveyed singles say they notice when their date has spent time on their appearance.

Put Your ELF Out There Vault Collection

The ELF x Tinder “Put Your ELF Out There” Vault collection ($45) includes: Tinder Box lip trio featuring two lip oils that give off a light burning sensation when applied akin to a plumper, and a mini lip liner in a custom tin; All Slick No Ick face primer;
Set-Uationship Setting Mist; and a makeup bag.

The It’s a Match! Stick Lippies are a new product featuring single-use lipstick matches for convenient application. It’s a Match! Stick Lippies ($4) and Tinder Box lip trios ($18) are available separately from the vault in limited quantities.

Comedic Campaign

In addition to the product collaboration, the brands have created a campaign video that shows how a bold look can help with pre-date nerves and inspire confidence. Capturing the trials and spirals of modern dating woes, the video features television personality and social-media influencer Harry Jowsey as a dreaded first date scenario.

The limited-edition beauty products will be available at elfcosmetics.com and eflcosmetics.co.uk in the US and UK beginning Tuesday, Sept. 10 at 9 am PT/5 pm BST, while supplies last.

The collaboration will also be available for the first time via DashMart, a new type of fulfillment platform and store by DoorDash that offers businesses a new channel to reach customers. Availability will be in select US cities, fueling accessibility for the community with same-day delivery in Los Angeles, Houston, Chicago, Miami/Ft. Lauderdale, Manhattan, San Diego, Philadelphia, Phoenix, Las Vegas and San Antonio.