Marie Redding, Senior Editor04.05.21
E.l.f. Cosmetics, which recently collaborated with Chipotle on a fun, unexpected collection, is now partnering with Jet Atkin, celebrity hairstylist and founder of OUAI. (And she also has this cute pup.)
“Who better to embody our passion for being ‘e.l.f. made’ than Jen Atkin?” says 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.”
The collection includes "everyday essentials," mostly in neutral colors. The all-in-one face and eye palette, for instance, includes universally flattering matte and shimmer shades such as sandy beige, golden browns, and muted pinks.
There's also a Lip Duo, Hair and Brow Pomade, Zero Effort Liner, and more.
Atkin comments:
“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. And no one has mastered that better than e.l.f. Cosmetics.”
e.l.f. and Jen 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.
Consumers are invited to participate 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, 2021 and April 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.
