e.l.f. Beauty has partnered with Fazit Beauty on a limited edition range of product bundles for sports fans.
Fazit’s make up patches recently went viral and hit headlines after Taylor Swift was spotted wearing its glitter freckles at a Kansas City Chiefs game.
Containing e.l.f.’s best-selling Power Grip Primer and six ‘Spirit Stripes’, the packs are available to buy from both brand’s websites from US$26.
The ‘game day’ patches come in blue, red, orange, green and purple and can be applied to cheeks in the style of American football players, who don grease stripes under their eyes to reduce glare.
The collaboration is “about bringing fan culture to life in a way that is fun, fearless and undeniably self-expressive” according to the brands.
It follows e.l.f.’s sports-focused eyes. lips. face. fandom. campaign last year in which Joey King and Lucien Laviscount portrayed rivals from opposing teams who use e.l.f.'s cult-favorite primer as the metaphorical glue that holds them together.
e.l.f. became the first beauty sponsor of the Wonder Women of Wrestling Varsity Tournament, the largest US high school girl's wrestling competition, and is funding nine scholarships for participating athletes.
Previously the company has backed the Billie Jean King Cup, the Professional Women’s Hockey League and Indy 500 driver Katherine Legge.
The brand has ambitions of becoming an entertainment brand, creating a new arm called e.l.f. Made.
Releases include a Get Ready With Music, The Album, featuring music anthems for different moods and looks, and a 15-minute true crime-style mockumentary called Cosmetic Criminals.
Its Divine Skintervention campaign, conceived and produced with creative agency Day One Agency, which ran on major streaming platforms, featuring comedian Megan Stalter exploring skin care slip-ups.
Fazit Beauty debuted in 2022 with acne patches and silicone scar patches, gaining thousands of social media followers.
Last year it launched freckle patches in a range of natural hues and fun colours, including gold and silver.
Founders Aliett Buttelman and Nina LaBruna told Glossy that traffic to Fazit’s website spiked 3,500% after pop icon Swift was seen sporting Faux Freckle Makeup Patches in October 2024, leading to $1m sales.