American Eagle, E.L.F. launch denim-inspired makeup and skincare collection

By

Jennifer Braun

Published
Mar 27, 2023

American Eagle and E.L.F. Beauty are teaming up to launch a new denim-inspired makeup and skincare collection. 

The limited edition collection features four products including the Denim Daze Eyeshadow Palette, the Perfect pHIT Lip Balm, and the Get Cheeky Clay Mask. Completing the collection is an exclusive denim carry-all beauty bag made with American Eagle denim. 

The collaboration offers a number of nods to the American Eagle brand, with reimagined signatures like the AE denim tag on the eyeshadow palette and the denim pocket beauty bag to house the collection. 

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“When you think about these two super brands, E.L.F. x American Eagle, we both uniquely shape culture, creating endless opportunity for self-expression through personal style, color, clothes and more,” said Kory Marchisotto, chief marketing officer, E.L.F. Beauty. 

“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.”

“Just like American Eagle, E.L.F. is a team of disruptors who embrace the importance of ‘retailing at the speed of Gen Z,’” added Craig Brommers, chief marketing officer, American Eagle. "Our brands speak directly to Gen Z – we meet them in their closet, while E.L.F. meets them at their vanity. We're excited to intermingle across touchpoints and industries to deliver the kind of fun collaboration that we know they'll love.”

The collection launches with the 'From Selfie to Belfie' campaign, which encourages fans to show off their denim-on-denim looks online. The campaign will feature a content series, backed by a custom song, co-created by E.L.F. and American Eagle, all about feeling good and having fun while taking belfies.

E.L.F. and American Eagle have also enlisted Gen Z actress Carlacia Grant as part of the campaign to show off her best Belfie skills across E.L.F.’s and American Eagle’s social channels.