e.l.f. Beauty’s fourth in-house brand, e.l.f. Skin, has launched.
The newest brand from the affordable beauty company is said to be packed with “next-level” formulas and “game-changing’’ products.
With e.l.f. SKIN, holy grails like Holy Hydration! skincare and new innovations including Pure Skin and Blemish Breakthrough are redefining what’s possible with clean, ingredient-driven skincare that’s accessible to every eye, lip, face and skin concern. The brand is also launching a new e.l.f. SKIN awareness campaign and introducing its new skincare ambassador.
“e.l.f.’s mission is to disrupt industry norms and our journey into skincare aligns with this mission,” says Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty. “We’re democratizing clean and effective skincare by making it accessible at unbelievable prices.”
e.l.f.’s latest product development sits alongside its colour cosmetics arm, Well People, a masstige beauty brand and Keys Soulcare, the beauty line developed in partnership with Alicia Keys.