THE WHAT? Elf Cosmetics launched a whole new category of cosmetics on Friday. The US mass beauty brand sent its signature products into the crypto space with a range of non-fungible tokens (NFTs), dubbed Ne.l.f.Ts.  

THE DETAILS Elf’s crypto cosmetics debut comprised just nine products in total, three of each of its hero products, Poreless Putty Primer, 16HR Camo Concealer and Ride or Die Lip Balm in gold, and was sold via crypto platform Bitski.  

THE WHY? Kory Marchisotto, Chief Marketing Officer, Elf Beauty, explains, “At Elf, we always challenge ourselves to delight our community in new and disruptive ways. We’re thrilled to introduce the first in what we plan will be a series of Crypto Cosmetics. With “Ne.l.f.Ts”, we’re bringing the playful Elf wink to some of our most popular products.”