e.l.f. Beauty partners with American Eagle on denim-inspired make-up collection

By Amanda Pauley | Published: 28-Mar-2023

The limited edition collaboration is the make-up brand’s first foray into fashion and is accompanied by a social-first marketing campaign

e.l.f. Beauty has partnered with Gen Z jeans brand American Eagle on its first-ever fashion-beauty collaboration. 

Both brands say the denim-inspired make-up and skin care collection brings “good looks and good jeans for your eyes, lips, face and both sets of cheeks”. 

The limited edition e.l.f. x American Eagle line comprises a 12-shade Denim Daze Eyeshadow Palette, with both matte and shimmer eyeshadows inspired by American Eagle’s signature jeans. 

Perfect pHIT Lip Balm, meanwhile, transforms from a dark-wash denim blue hue to a rosy pink shade on application. 

Get Cheeky Clay Mask is the skin care offering, a denim-blue clay mask said to “boost hydration” and “refine pores”. 

All three pieces are enclosed in key piece Beauty is in Your Jeans Vault, a denim carry-all bag made with American Eagle denim.

To mark the collaboration, e.l.f. Beauty and American Eagle have launched a ‘From Selfie to Belfie’ campaign, which encourages consumers to show off their denim-on-denim looks. 

“A selfie captures your make-up look, but the belfie captures your jean look. This collab ensures fire selfies and belfies,” reads the campaign.

The TikTok activation comes with a bespoke AR filter and original song ‘Take a Belfie’, co-created by the two brands.

e.l.f. Beauty and American Eagle have unveiled a ‘From Selfie to Belfie’ campaign alongside the launch

e.l.f. Beauty and American Eagle have unveiled a ‘From Selfie to Belfie’ campaign alongside the launch

“When you think about these two super brands, we both uniquely shape culture, creating endless opportunities for self-expression through personal style, colour, clothes and more,” said Kory Marchisotto, e.l.f. Beauty’s CMO. 

“We knew that by bringing our super brands together, it was not only going to be magic but also a reflection of our combined vision for the best in denim, the best in beauty and the best in culture.”

Craig Brommers, CMO at American Eagle, commented on the brand’s beauty debut: "Our brands [both] speak directly to Gen Z. 

“This collection is the perfect representation of taking the most iconic codes and cues from the world of American Eagle, and translating them into a unique expression of beauty in a way that only e.l.f. Beauty can do. 

“We are excited to intermingle across touchpoints and industries to deliver the kind of fun collaboration that we know they will love.”

Carlacia Grant, star of Netflix’s TV show Outer Banks, will also create content for the social campaign. 

Collaborations are a key part of e.l.f. Beauty’s marketing strategy. 

The brand has previously teamed up with Chipotle Mexican Grill on a limited edition menu item and make-up collection too, inspired by the fast food chain’s burrito ingredients.

Other noteworthy partnerships include e.l.f. Beauty’s coffee and doughnut-inspired make-up collection with Dunkin’ Donuts last year. 

The Gen Z make-up brand recently tapped White Lotus star Jennifer Coolidge to star in its first-ever TV advert, which debuted at the Super Bowl LVII. 

Read more:

You may also like