You scream, I scream: e.l.f. Cosmetics launches ice cream inspired make-up range

By Megan Fahy 21-Jan-2022

In keeping with the brand’s affordable price point, the launch starts from $4

Make-up brand e.l.f. Cosmetics has launched a limited edition Cookies ‘N’ Dreams make-up collection.

Inspired by crumbled chocolate cookies swirled with creamy ice cream, the collection features 13 products including a lip gloss, lip exfoliator, putty primer and brush set.

The 8-pan Cookies ‘N’ Dreams Eyeshadow Palette features shades of metallic blues and silvers, meanwhile the Cookies ‘N’ Dreams Milkshake Overnight Mask contains jojoba beads and hyaluronic acid to hydrate the skin.

In keeping with the brand’s affordable price point, the collection starts at US$4.

Kory Marchisotto, Chief Marketing Officer at e.l.f. Cosmetics, said: “After the successful launch of our Mint Melt collection in 2021, we asked our community what flavour of ice cream they wanted to wear next,”

Speaking exclusively to Cosmetics Business, Marchisotto added: “Cookies ‘N’ Dreams personifies e.l.f.’s cheeky, irreverent and value-focused approach to beauty.

“This collection, with its 13 indulgent, clean, vegan and cruelty-free make-up and skin care products, was created to delight our community who inspires us every day. 

“With its swirling hues and sweet scents, it will definitely make you scream for ice cream!”

Cookies ‘N’ Dreams is now available at elfcosmetics.com, Walmart.com and at Walmart stores in the US and will roll out at Superdrug in the UK from 26 January.

To create more buzz around the launch, e.l.f. and Walmart will enlist the help of TikTok beauty influencer Meredith Duxbury for a shoppable livestream on 8 February.

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Users can attend the event via her TikTok account.

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