E.l.f. Beauty, the reasonably-priced makeup range that’s become a social media innovator, has created a fourth pillar in its brand portfolio, E.l.f. Skin. To support the new brand, E.l.f. is launching an awareness campaign featuring skin care ambassador Dr. Jing (Jenny) Liu, MD, a board-certified dermatologist and Assistant Professor of Dermatology at the University of Minnesota Medical School.
On joining the E.l.f. Skin team, Dr. Liu said in a statement, “I deeply admire E.l.f. Skin’s unwavering commitment to developing science-backed formulas that effectively address real skin care problems. 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!”
The collection will feature three separate segments: Blemish Breakthrough, Pure Skin, and Holy Hydration! Blemish Breakthrough is designed for oily and acne-prone skin and features key ingredients such as salicylic acid, niacinamide, tranexamic acid, and zinc PCA. Pure Skin is made for sensitive skin and features key ingredients including oat milk and niacinamide. Holy Hydration! is created for normal or dry skin using key ingredients such as hyaluronic acid, ceramides, and peptides.
E.l.f. entered the skin care category in 2015 with several items, but it has now evolved into one of the company’s key strategic focus areas. Holy Hydration!, one of the original items that launched seven years ago, is remaining. Packaging has been streamlined to make selecting products easier, the company said. And, by making E.l.f. Skin its own brand, more marketing and and strong skin care focus will follow. Since skin care purchases are driven by efficacy and education, E.l.f. Skin has a different logo, a different packaging architecture, and a unique marketing angle.
Kory Marchisotto, E.l.f. Beauty’s Chief Marketing Officer at E.l.f. Beauty, commented, “E.l.f.’s mission is to disrupt industry norms and our journey into skin care aligns with this mission. We’re democratizing clean and effective skin care by making it accessible at unbelievable prices.”
The company said all new items exceed clean standards set by both FDA and European Union cosmetic regulations, and are formulated without more than 1,600 restricted substances. E.l.f. is double cruelty-free certified with Leaping Bunny and PETA, never testing on animals nor using any ingredients that are tested on animals. Dave Valia, Head of Research & Development at E.l.f. Beauty, said in a statement that the new brand raises the bar, “creating truly effective skin care products with proven benefits. At E.l.f., we work diligently to combine efficacy with simplicity to offer the E.l.f. community clean, uncomplicated solutions for their skincare needs at an affordable value.”