E.L.F. teams up with celebrity hairstylist and entrepreneur Jen Atkin for beauty collab

By

Robin Driver

Published
Apr 3, 2021

Oakland, California-based beauty brand E.L.F. Cosmetics has joined forces with Jen Atkin – celebrity hairstylist and founder of Ouai Haircare and Mane Addicts – to create the E.L.F. xx Jen Atkin collaborative cosmetics collection, set to launch in the U.S. and the UK this April.

 
Named in reference to the “xx” with which Atkin signs all her notes, the limited-edition collection includes the XXtra Lip Duo two-in-one lipstick and lip liner, Hair & Brow Pomade, Zero Effort Liner and Mist Me? Hydrating Coconut Mist.
 
Also on offer is the Let’s E.L.F.ing Do This Face Palette, which is available in light-medium and medium-deep, and features eyeshadows, a cream to powder eyeliner, a sheer matte blush, a bronzer and a shimmering highlighter.

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Rounding out the collection is the Eyes Up Here Brow and Liner Kit, which combines the Zero Effort Eyeliner and Brow Pomade and retails for $12.
 
Price points for the collection range from $5 for a Zero Effort Liner to $20 for a three pack of XXtra Lip Duos, which can also be purchased individually for $8.
 
“A celebrity hairstylist, social media pioneer, influencer and author, Jen uses her platforms and influence to champion success for others,” said E.L.F. chief marketing officer Kory Marchisotto in a release. “Through this uplifting collection, we are thrilled to join forces and combine our like-minded vision of helping others feel like a better version of themselves.”
 
“Feeling powerful in your skin gives you the power to do more. When you feel good, you have that ‘xxtra’ boost to succeed. I am obsessed with creating quality beauty products that are accessible to everyone,” commented Atkin. “And no one has mastered that better than E.L.F. Cosmetics.”
 
To celebrate the release of the collaboration, E.L.F. and Atkin are launching a give-back program in support of Girls Inc. in the U.S., and The Girls’ Network in the UK.
 
Both Girls Inc. and The Girls’ Network are non-profits working to empower girls through mentorship and educational programs.
 
For every Instagram post made with the #elfmade hashtag between April 4 and April 30, 2021, E.L.F. and Atkin will donate $1 to Girls Inc., up to $25,000, while E.L.F. will also donate £1 to The Girl’s Network, up to £5,000.
 
E.L.F. xx Jen Atkin will be exclusive to the E.L.F. online store and Ulta Beauty in the U.S., and to Boots in the UK. The collection launches at Ulta.com on April 7 and in store and online at Boots on April 14, before hitting Ulta’s physical stores on April 18. Members of E.L.F.’s Beauty Squad loyalty program can shop the collection early, starting April 5.