Gen Z makeup brand e.l.f. beauty is teaming up with American Eagle to launch a denim-inspired makeup and skincare collection.
 
e.l.f. has previously collaborated with Dunkin’ and Chipotle for food-inspired makeup collaborations, but the limited-edition e.l.f. x American Eagle collection is the first fashion collaboration for e.l.f. and the first beauty collaboration for American Eagle.

Embracing DNA from Both Brands

“This collection is the perfect representation of taking the most iconic codes and cues from the world of American Eagle, and translating them into a unique expression of beauty in a way that only e.l.f. can do,” says Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty.
 
She explains, “Our collaboration features so many nods to the American Eagle brand, both in the small details and the signatures we reimagined. From incorporating the AE denim tag on the eyeshadow palette to a denim pocket beauty bag to house your collection to the creative play on the blue palette and the entertaining spotlight on cheeks, we authentically embrace both brand’s dna and create a new dimension at the intersection of fashion and beauty.”
 
“Just like American Eagle, e.l.f. is a team of disruptors who embrace the importance of ‘retailing at the speed of Gen Z,’” commented 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

The e.l.f. x American Eagle collection includes:
 

• Denim Daze Eyeshadow Palette: Bring extra flare to eyes with 12 matte and shimmer shades made to wear with AE jeans. Shade names like Mom Jeans, Bell Bottoms, To Dye For, Cargos and High Rise.


• Perfect pHIT Lip Balm: This pH lip balm transforms from dark-wash denim blue into universal pink for comfy, rosy lips.


• Get Cheeky Clay Mask: This denim-blue clay mask is multi-functional. Boost hydration and refine pores.


• Beauty is in Your Jeans Vault: Get the complete e.l.f. x American Eagle collection in an exclusive denim carry-all beauty bag made with American Eagle denim.

Availability

The limited-edition collection will be available on e.l.f cosmetics’ website, American Eagle’s website and in select American Eagle stores on Thursday, March 30.
 
In an industry first, the e.l.f. x American Eagle collab is available on e.l.f.’s just launched TikTok shop. Fans can also head over to the livestream shopping platform NTWRK to find the e.l.f. x American Eagle Vault.

More About e.l.f. Beauty

e.l.f. recently delivered a strong third quarter—growing its net sales by 49% and expanding its market share by 150 basis points, according to Nielsen.