03.27.23
Elf Cosmetics is partnering with American Eagle to launch a first-of-its-kind makeup and skincare collection.
The first fashion collaboration for Elf and the first beauty collaboration for American Eagle, marks a limited-edition Elf x American Eagle denim-inspired collection that includes cosmetics and skincare for eyes, lips, face and body.
“When you think about these two super brands, Elf x American Eagle, we both uniquely shape culture, creating endless opportunity for self-expression through personal style, color, clothes and more,” explains Kory Marchisotto, chief marketing officer, Elf Beauty. “We knew that by bringing our super brands together, it was not only going to be magic but also a reflection of our combined vision for the best in denim, the best in beauty and the best in culture.”
The Collection
pH-balanced lip balm transforms from dark-wash denim blue into the universal pink ($8).
Denim Daze Eyeshadow Palette ($16)— Twelve matte and shimmer shades include Mom Jeans, Bell Bottoms, To Dye For, Cargos and High Rise.
Perfect pHIT Lip Balm ($8)— pH-balanced lip balm transforms from dark-wash denim blue into the universal pink for lips.
Get Cheeky Clay Mask ($11)— Multifunctional denim-blue clay mask boosts hydration and refines pores.
Beauty is in Your Jeans Vault ($50)— The complete Elf x American Eagle collection in an exclusive denim carry-all beauty bag made with American Eagle denim.
Selfies and Belfies
The campaign will feature a content series, with content creators using a custom TikTok Community Filter designed to help consumers capture their best selfies and belfies (photos taken of jeans). They’ll be backed by a custom song, co-created by Elf & American Eagle, all about feeling good and having fun. Listen to the song on TikTok and Spotify. TikTok users are also encouraged to submit their best, “From Selfie to Belfie” videos into the “Selfie to Belfie” Sweepstakes. The winner of the sweepstakes will be dubbed the “Jean Queen” and take home a grand prize.
Plus, Elf and American Eagle have named the brands’ first-ever “Belfie Queen,” Gen Z actress Carlacia Grant, will be showing off her best Belfie skills across Elf’s and American Eagle’s social channels teaching fans how it’s done across all eyes, lips, face and jeans.
Limited stock will be available on elfcosmetics.com, ae.com and in select American Eagle stores on Thursday, March 30. In an industry first, the e.l.f. x American Eagle collab is available on Elf’s just-launched TikTok shop.
