E.l.f. Brands is bringing a pickle-themed pop-up to the Minnesota State Fair in the US this August as the annual event’s beauty brand sponsor.
The company, which comprises e.l.f. Cosmetics, e.l.f. Skin and e.l.f. Hair and ownsHailey Bieber’s Rhode, opened its ‘e.l.f.’s eyes.lips.fairgrounds’ activation on 27 August on Wright Ave, which runs until 30 August.
The pop-up features a ten-foot-tall pickle jar and has also transformed the fair’s Skyride attraction to feature the “flavours and textures” of e.l.f. Cosmetics Glow Reviver Melting Lip Balms.
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Branded gondolas and QR codes for digital giveaways of e.l.f. Cosmetics Fine as Fleck Glitter Eyeshadow will also be available during the fair while supplies last.
It follows the US cosmetics brand launching its three pickle-inspired Glow Reviver Melting Lip Balm collection early this year, including The Real Dill, e.l.f. von Dill and Spicy Lil’ Dill.
E.l.f. Brands said state fairs are “community-centric extravaganzas” that celebrate shared experiences and food, making it a highly marketable place to show up.
Patrick O'Keefe, Chief Integrated Marketing Officer of e.l.f. Brands, said: “Shared experiences are what build our emotional connection with our community; that is why we are so invested in meeting them where they are.
“We are growing our e.l.f. nation – leaning into subcultures in a way only e.l.f. can.
“What better way to serve our community than by making this moment the `Real Dill’?
“State fairs bring together every generation, every background and every story. That is the kind of community e.l.f. exists for.”
E.l.f. Brands will launch a similar pop-up in Texas, US, in October to honour ‘Big Tex’ in Dallas – a cowboy statue that serves as the cultural icon of the state's own annual fair.
The Minnesota State Fair pop-up comes amid a wider pickle trend sweeping the beauty industry in 2026.
Brands like e.l.f. Cosmetics, Burt’s Bees, Orglamix and Troublemaker are taking this tasty trend and transforming it into beauty products through new launches and limited edition collaborations alike.
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