E.l.f partners with influencers on Modern Metals collection
E.l.f is launching a new collection that was curated with the help of five micro influencers at its Beautyscape event.
After hosting 20 up-and-coming influencers in New Orleans, the beauty brand created a competition, which had four groups put together a presentation of ideas to a panel of industry leaders.
The winning result culminated in the creation of the Modern Metals product line from Leslie Alvarado, Yuri Antillon, Kathy Celeste, Irash Javed and Mia Randria.
“Inspired by the metal textures and edgy street styles of New Orleans, the Modern Metals collection brings to life the winning team’s take on the Big Easy,” Tarang Amin, chairman and CEO of e.l.f. Beauty, said. “The collection taps into the knowledge of talented influencers, who have a pulse on consumer demand, and we’re thrilled to bring this Beautyscape collection to market as we continue to make investments behind our brand and community.”
Containing an eyeshadow palette, blush and highlighter palette, liquid matte lipstick, and lip gloss, the collection features shades ranging from luminous to matte and bold to neutral.
“Our community is at the epicenter of everything we do and our Beautyscape events really bring our mission full circle,” Gayitri Budhraja, vice president of the brand, said. “By codeveloping a product collection, we were able to further support this important community in an authentic way, while offering new products our consumers have asked for and love.”
Like other products from e.l.f, Modern Metals is 100% cruelty-free and vegan. Products range from $6 to $12, and are available for purchase at e.l.f Cosmetics stores and online. The collection will launch at Ulta Beauty stores and online in October.