THE WHAT? Channel 4’s digital-first brand for YouTube, Channel 4.0, has signed its first branded deal with Elf Cosmetics. The commercial partnership deal will see the US make-up brand become the Official Beauty Partner for Channel 4.0.

THE DETAILS Viewers will be able to watch Elf’s recent viral ad as well as a new branded series for YouTube due to premiere later this year.

“4.0 is a channel launch rooted in British youth culture and has got off to an incredible start,” said David Amodio, Deputy Head of Commercial Innovation and 4Studio at Channel 4. “We’re hugely passionate about working with like-minded brands to create authentic content that lands with young audiences and therefore over the moon to be working with Elf. We’re confident this is the start of a really exciting relationship.”

THE WHY? Christine Cassidy, Vice President and General Manager, International, Elf Beauty, explains, “Elf is all about disrupting norms, shaping culture and connecting communities, and teaming up with Channel 4.0 not only connects these dots but takes us further into entertainment. We are excited to reach new audiences and show that beauty is for every eye, lip and face.”