e.l.f. Skin is here – the fourth portfolio brand from the affordable beauty name

By Becky Bargh 14-Jun-2022

Said to contain ‘next-level’ formulas and ‘game-changing’ products, the beauty brand is building a reputation in the skin care arena

e.l.f.'s Holy Hydration range

e.l.f. Beauty’s fourth in-house brand, e.l.f. Skin, has launched.

The newest brand from the affordable beauty company is said to be packed with “next-level” formulas and “game-changing’’ products.

Driven by results, the brand comprises three ranges: Blemish Breakthrough, Pure Skin and Holy Hydration.

Blemish Breakthrough tackles spot and acne concerns with its line-up of four skus, including a cleanser, serum and calming cream, while Pure Skin is targeted at sensitive skin and features three products: Pure Skin Cleanser, Pure Skin Toner and Pure Skin Mositurizer.

Holy Hydration’s key ingredients range from hyaluronic acid to ceramides and peptides, which are used in its face cream, cleansing balm, eye cream, cleanser and sleep mask.

“We’ve raised the bar, creating truly effective skin care products with proven benefits,” said Dave Valia, Head of Research & Development at e.l.f. Beauty.

“At e.l.f., we work diligently to combine efficacy with simplicity to offer the e.l.f. community clean, uncomplicated solutions for their skin care needs at an affordable value.”

e.l.f.'s Pure Skin and Blemish Breakthrough collections

Prices for the range start from US$4 with the highest RRP at $13.

“e.l.f.’s mission is to disrupt norms and our journey into skin care aligns with this mission,” added Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty.

“We’re democratising clean and effective skin care by making it accessible at unbelievable prices.”

In addition to the launch of its skin care brand, e.l.f. has launched a new awareness campaign that will be fronted by first Skin Ambassador, Jenny Liu.

The board-certified dermatologist will support e.l.f.’s commitment to developing science-backed skin care products at an affordable price.

“With e.l.f. Skin’s affordable price points, I can finally advise my patients that powerful skin care and quality ingredients are actually within reach.”

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e.l.f.’s latest product development sits alongside its colour cosmetics arm, Well People, a masstige beauty brand and Keys Soulcare, the beauty line developed in partnership with Alicia Keys.

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