Jen Atkin Joins Forces With E.l.f. Cosmetics

Annette K. Brown
Elegance entrepreneur Jen Atkin, founder of Ouai Haircare and Mane Addicts, has joined forces with e.l.f. Cosmetics to develop the minimal version e.l.f. xx Jen Atkin collection. (Atkin symptoms all her notes with an xx—her personalized expression of love and women of all ages empowerment.)
The lineup of day to day essentials incorporates energy-packed formulation and universal shades that incorporate Atkin’s retain-it-actual, go-getter mindset with e.l.f.’ s determination to producing high top quality items that are accessible for every eye, lip and confront.
“Who improved to embody our enthusiasm for being ‘e.l.f. made’ than Jen Atkin?” reported Kory Marchisotto, chief promoting officer, e.l.f. Attractiveness. “A movie star hairstylist, social media pioneer, influencer and writer, Jen makes use of her platforms and affect to winner accomplishment for some others. By means of this uplifting collection, we are thrilled to be part of forces and blend our like-minded eyesight of encouraging other individuals sense like a far better model of them selves.”
“Feeling effective in your skin provides you the energy to do extra. When you really feel good, you have that ‘xxtra’ increase to succeed. I am obsessed with creating excellent natural beauty solutions that are available to every person,” Atkin commented. “And no 1 has mastered that greater than e.l.f. Cosmetics.”
This partnership was inspired by both of those e.l.f. and Atkin’s shared values of encouraging feminine empowerment and inclusivity.
e.l.f. and Atkin have pledged to celebrate the selection with a give-again software that will assistance Girls Inc. in the U.S., and The Girls’ Community in the U.K. Women Inc. is a nonprofit group that gives educational and mentorship prospects that carry girls up, really encourage them to use their voices, and get ready them to thrive with self confidence. The Girls’ Community conjures up and empowers women from the the very least advantaged communities by connecting them with a mentor and a network of specialist woman role versions.

The new lineup features:

  • XXtra Lip Duo. These 2-in-1 lipsticks & lip liners pack a punch of abundant, matte shade with a cozy, creamy experience. There are 3 of Jen’s go-to lip shades Vivid Idea, a very hot red created Pink, a comfortable pink, and Be Daring Brown, a medium brown. Each individual lip duo is bought independently or get all 3 in the lip package. Individual: $8/£8 Package: $20 ($24 price)/£20 (£24 price)
  • Hair & Brow Pomade. Atkin is the boss of gorgeous hair so it stands to explanation this distinct brow gel receives down to company. Formulated for each and every hair variety and tone, it sets, defines and holds brows in spot. $6/£6
  • The Let’s Do This Experience Palette. Available in Light-weight-Medium and Medium-Deep, this all-in-1 palette will help you realize Atkin’s signature very easily chic makeup seem. The shades include things like luxe eyeshadows, a product to powder eyeliner, a sheer matte blush, a sunlight-kissed bronzer and a shimmering highlighter. $14/£14
  • Zero Exertion Liner. Effortless eyeliner is a swipe absent with this product-to-powder eyeliner formula. This eyeliner pencil gives a smoky, subtle eyeshadow glance with the ease of a pencil. Pick from Brown to Earth or Jet Established Black. $5/£5
  • Mist Me? Hydrating Coconut Mist. Moisturize pores and skin and refresh makeup with this lightweight, hydrating facial mist. It characteristics a coconut fragrance, encouraged by Atkin’s appreciate of e.l.f.’s ideal-promoting mists. $8/£8
  • Eyes Up Here Brow and Liner Kit. Create an effortless smoky eye and brows glimpse that stays set. The package involves Atkin’s favourite Brow Pomade, Zero Exertion Eyeliner in Black and a dual finished eyebrow brush. $12 ($15 value)/£12 (£15 value)

“One of the reasons I needed to collaborate with e.l.f. is they realize the importance—now a lot more than ever—of supplying back again to the neighborhood,” included Atkin.
To that close, e.l.f.-icianados are invited to participate in an e.l.f.-designed giveback by snapping a energy pose and developing their possess e.l.f.-ism and then publishing them on social media with the hashtag #elfmade.
For each and every put up with #elfmade on Instagram, amongst April 4, 2021 and April 30, 2021, e.l.f. and Jen Atkin will donate $1 to Women Inc., up to $25,000. e.l.f. will also be donating £1 to The Women Community, up to £5,000.
e.l.f. xx Jen Atkin will be accessible solely on, and Ulta Elegance suppliers in the U.S., and on and in Boots shops in the Uk. Be a part of e.l.f.’s Splendor Squad loyalty program to be the first to shop the confined-version collection on April 5. The selection will be available at on April 7 and goes global on April 14 at Boots shops and It will be readily available in Ulta Attractiveness retailers on April 18.

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