Ouai Haircare’s Jen Atkin Joins Forces with e.l.f. Cosmetics

Beauty entrepreneur Jen Atkin, founder of Ouai Haircare and Mane Addicts, has joined forces with e.l.f. Cosmetics to create the limited edition e.l.f. xx Jen Atkin collection. (Atkin signs all her notes with an xx—her personal expression of love and women empowerment.)
 
The lineup of everyday essentials includes power-packed formulas and universal shades that combine Atkin’s keep-it-real, go-getter attitude with e.l.f.’ s commitment to creating high quality products that are accessible for every eye, lip and face.
 
“Who better to embody our passion for being ‘e.l.f. made’ than Jen Atkin?” said Kory Marchisotto, chief marketing officer, e.l.f. Beauty. “A celebrity hairstylist, social media pioneer, influencer and author, Jen uses her platforms and influence to champion success for others. Through this uplifting collection, we are thrilled to join forces and combine our like-minded vision of helping others feel like a better version of themselves.”
 
“Feeling powerful in your skin gives you the power to do more. When you feel good, you have that ‘xxtra’ boost to succeed. I am obsessed with creating quality beauty products that are accessible to everyone,” Atkin commented. “And no one has mastered that better than e.l.f. Cosmetics.”
 
This partnership was inspired by both e.l.f. and Atkin’s shared values of encouraging female empowerment and inclusivity.
 
e.l.f. and Atkin have pledged to celebrate the collection with a give-back program that will support Girls Inc. in the U.S., and The Girls’ Network in the U.K. Girls Inc. is a nonprofit organization that provides educational and mentorship opportunities that lift girls up, encourage them to use their voices, and prepare them to succeed with confidence. The Girls’ Network inspires and empowers girls from the least advantaged communities by connecting them with a mentor and a network of professional female role models.


Supporting Girl Power
 
“One of the reasons I wanted to collaborate with e.l.f. is they understand the importance—now more than ever—of giving back to the community,” added Atkin.
 
To that end, e.l.f.-icianados are invited to participate in an e.l.f.-made giveback by snapping a power pose and creating their own e.l.f.-ism and then posting them on social media with the hashtag #elfmade.
 
For every post with #elfmade on Instagram, between April 4-30, 2021, e.l.f. and Jen Atkin will donate $1 to Girls Inc., up to $25,000. e.l.f. will also be donating £1 to The Girls Network, up to £5,000.
 
e.l.f. xx Jen Atkin will be available exclusively on elfcosmetics.com, ulta.com and Ulta Beauty stores in the U.S., and on boots.com and in Boots stores in the UK. Join e.l.f.’s Beauty Squad loyalty program to be the first to shop the limited-edition collection on April 5. The collection will be available at Ulta.com on April 7 and goes international on April 14 at Boots stores and boots.com. It will be available in Ulta Beauty stores on April 18.