E.l.f. Cosmetics, Jen Atkin Collaborate on Makeup Line


WWD | April 1, 2021


Celebrity hairstylist, Jen Atkin has stepped beyond supplements and hair. Collaborating with E.l.f. Cosmetics, Atkin is launching E.l.f. x Jen Atkin Collection, a limited edition color cosmetics across market segments.


The products include: lip line and lipstick duos, hair and brow pomades, a face palette, eyeliner, face mist and a brow and eyeliner kit. Prices range from $5 to $20. It will be distributed at Ulta Beauty and on E.l.f.’s website, as well as U.K. Boots stores.


The collection has an even greater purpose. For every Instagram post tagged “#elfmade” from April 4 to 30, the brand and Atkin will donate $1 (up to $25,000), E.l.f. will pledge 1 pound (up to 5,000 pounds) to Girls Inc. in the U.K.


“I am obsessed with creating quality beauty products that are accessible to everyone,” Atkin said in the statement. “And no one has mastered that better than E.l.f. Cosmetics.”


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