E.l.f. has partnered with Reese Witherspoon’s Hello Sunshine to make the future brighter, with young women leading the way.

Together, e.l.f. and Hello Sunshine will launch Sunnie, a first-of-its-kind media, experiential, and lifestyle brand.

Sunnie was created to support, inspire, and champion the next generation of women as a full ecosystem and community.

Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty, said, 

“At e.l.f., we use our platform to create pathways for growth for the next generations… We are joining forces to create cultural change and give rising stars what they’ve been missing to reach their highest potential: tools, support, and space to shine.”

This is a highly inclusive online and offline experience that champions curiosity, celebration, and connection. Sunnie offers a safe space for young women and teens to nurture themselves and one another on their terms. It also provides them with the tools needed to succeed without the pressure of having everything all figured out.

Hello Sunshine’s Head of Direct-to-Consumer, Maureen Polo, commented,

“Sunnie is built to fuel connection, creativity, and confidence—and e.l.f.’s fearless approach to disrupting norms and celebrating self-expression makes them an ideal partner in this mission. Together, we’re creating a cultural force that meets young women where they are and empowers them to shine on their own terms.”

Sunnie commissioned a research report in partnership with Etre and Ypulse surveying 1,000 girls ages 13-18. Data found that 92% of 13- to 18-year-olds appreciate brands that encourage them to define success in their way.

Sunnie is a direct response to the learnings, prioritizing a content, community, and experiential platform designed to deliver the positivity, inclusivity, and accessibility these young women need, versus performative marketing. 

E.l.f will support Sunnie to create multifaceted content that addresses emotional wellness, playfully delivered real-life tools, self-expression, style discovery, and shared experiences. 

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