E.l.f. Priming Alicia Keys Brand, Fans For Global Launch: ‘The World Is Craving A Brand With Soul’
Coming off its seventh consecutive quarter of net sales growth, E.l.f. expects big things from Keys Soulcare, its third and loftiest brand that is building an online community ahead of initial product launches and a global debut planned for the new year.
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Alicia Keys and Jennifer Lopez have new skin-care lines hitting the market through E.l.f. Cosmetics and a Guthy-Renker project, while platinum-selling artist Halsey launches about-face color cosmetics to celebrate “the many facets and forms of expression that live in each person.”
Affordable, prestige-inspired cosmetics maker e.l.f. Cosmetics had four songs on Billboard’s Top Triller Global list for the week of 2 January, all remixed holiday classics featuring rising talent in the music industry. The Triller campaign reinforces e.l.f.'s reputation as a social media pioneer in the beauty sector.
The maker of prestige-inspired cosmetics at value prices follows its TikTok viral success by teaming with Kathleen Belsten, aka Loserfruit, the second most-followed female gamer on the Amazon-owned livestreaming platform Twitch.