THE WHAT? e.l.f. Cosmetics has joined forces with haircare expert and Ouai Founder Jen Atkin on the new e.l.f. xx Jen Atkin Collection.
THE DETAILS The collection, which will include a lip duo, hair & brow pomade, eye liner and face palette, was inspired by e.l.f. and Atkin’s ‘shared values of encouraging female empowerment and inclusivity.’
According to a press release, “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.”
For every Instagram post that includes the hashtag #elfmade until 30thApril, e.l.f. and Atkin will donate $1 to Girls Inc, up to $25,000.
The new collection will be sold exclusively on the e.l.f. website, Ulta.com and Ulta Beauty stores in the U.S., and in-store and online in Boots in the UK.
THE WHY? Atkin has risen to the top of the hair care market following a long standing business relationship with the Kardashian family, with the new beauty partnership following the success of her Ouai haircare range.
Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty, says, “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.”