THE WHAT? e.l.f. Cosmetics has joined forces with haircare professional and Ouai Founder Jen Atkin on the brand new e.l.f. xx Jen Atkin Assortment.
THE DETAILS The gathering, which is able to embrace a lip duo, hair & forehead pomade, eye liner and face palette, was impressed by e.l.f. and Atkin’s ‘shared values of encouraging feminine empowerment and inclusivity.’
In line with a press launch, “e.l.f. and Jen have pledged to have fun the gathering with a give-back program that may assist Women Inc. within the U.S., and The Women’ Community within the U.Ok. Women Inc. is a nonprofit group that gives instructional and mentorship alternatives that raise ladies up, encourage them to make use of their voices, and put together them to succeed with confidence.”
For each Instagram publish that features the hashtag #elfmade till 30thApril, e.l.f. and Atkin will donate $1 to Women Inc, as much as $25,000.
The brand new assortment will likely be offered solely on the e.l.f. web site, Ulta.com and Ulta Magnificence shops within the U.S., and in-store and on-line in Boots within the UK.
THE WHY? Atkin has risen to the highest of the hair care market following a protracted standing enterprise relationship with the Kardashian household, with the brand new magnificence partnership following the success of her Ouai haircare vary.
Kory Marchisotto, Chief Advertising and marketing Officer, e.l.f. Magnificence, says, “A celeb hairstylist, social media pioneer, influencer and creator, Jen makes use of her platforms and affect to champion success for others. Via this uplifting assortment, we’re thrilled to affix forces and mix our like-minded imaginative and prescient of serving to others really feel like a greater model of themselves.”