E.L.F. Cosmetics + Jen Atkin = E.L.F. xx Jen Atkin Beauty Collab
01 Abril 2021 - 9:45AM
Business Wire
Created by the
Ultimate, Self-Made Beauty Boss
It’s #elfmade beauty boss heaven. 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. Jen signs all her notes with an xx—her personal
expression of love and women empowerment. This must-have lineup of
everyday essentials includes power-packed formulas and universal
shades that combine Jen’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.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20210401005341/en/
“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.”
“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,” says Jen Atkin. “And no one has mastered that better
than e.l.f. Cosmetics.”
This dream team was inspired by both e.l.f. and Jen’s shared
values of encouraging female empowerment and inclusivity. 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. 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 is a nonprofit organization
whose mission is to inspire and empower girls from the least
advantaged communities by connecting them with a mentor and a
network of professional female role models.
BE YOUR BEST E.L.F. Success
starts with (s)e.l.f. love and the new collection features all the
beauty essentials needed to get your e.l.f. together! The lineup
includes:
XXtra Lip Duo. Feel the xxtra love with these 2-in-1
lipsticks & lip liners that pack a punch of rich, matte color
with a comfortable, creamy feel. There are 3 of Jen's go-to lip
shades; Bright Idea, a hot red; se.l.f.ie made Pink, a soft pink,
and Be Bold Brown, a medium brown. Each lip duo is sold
individually or get all 3 in the lip kit. Individual: $8/£8 Kit:
$20 ($24 value)/£20 (£24 value)
Hair & Brow Pomade. Jen’s the boss of beautiful hair
so it stands to reason this clear brow gel gets down to business.
Formulated for every hair type and tone, it sets, defines and holds
brows in place. And here’s a Jen-approved multi-tasking hack—use
the Brow Pomade to smooth and tame fly-away hairs along the
hairline. $6/£6
The Let’s e.l.f.ing Do This Face Palette. Available in
Light-Medium and Medium-Deep, this all-in-one palette helps you
achieve Jen’s signature effortlessly chic makeup look. The
universally flattering shades include luxe eyeshadows, a cream to
powder eyeliner, a sheer matte blush, a sun-kissed bronzer and a
shimmering highlighter. $14/£14
Zero Effort Liner. Effortless eyeliner is a swipe away
with this cream-to-powder eyeliner formula. This eyeliner pencil
gives a smoky, diffused eyeshadow look with the ease of a pencil so
you can easily swipe, smudge and smolder. Choose from Brown to
Earth or Jet Set Black. $5/£5
Mist Me? Hydrating Coconut Mist. Moisturize skin and
refresh makeup with this lightweight, hydrating facial mist.
It features an irresistible coconut fragrance, inspired by Jen’s
love of e.l.f.’s best-selling mists. $8/£8
Eyes Up Here Brow and Liner Kit. Create an effortless
smoky eye and brows look that stays put. The kit includes Jen’s
favorite Brow Pomade, Zero Effort Eyeliner in Black and a dual
ended eyebrow brush. $12 ($15 value)/£12 (£15 value)
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,” says Jen. 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, 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. “Teaming up with these organizations that
supports ‘girl power’ means we can help budding young entrepreneurs
with their ideas and dreams,” Jen adds.
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.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20210401005341/en/
Corporate Communications: Melinda Fried, e.l.f. Beauty
mfried@elfbeauty.com
Business Media Inquiries: Brittany Fraser, ICR, Inc.
ELFPR@icrinc.com
Consumer Media Inquiries: Danielle Marmel, SHADOW
danielle@weareshadow.com
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