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E.l.f. Cosmetics re-teams with Meghan Trainor to take beauty sky high

In the campaign video, Trainor is cast as the first captain of e.l.f. Air, which aims to challenge aviation norms.
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E.l.f. Beauty is teaming up once again with Grammy Award-winning singer and songwriter Meghan Trainor. 

The two are coming together for a new campaign that highlights the launch of the Halo Glow Powder Filter—a light and buildable ultra-fine pressed powder that blurs the appearance of skin and reduces shine for a soft-focus glow that lasts

e.l.f. x meghan trainor

“Who knew playing a pilot would be on my 2025 bingo card?! e.l.f. and I have been beauty besties for years. We have literally weathered every glowstorm together, so I knew e.l.f. was the perfect partner to celebrate ten years of Title,” said Meghan Trainor. “e.l.f. always has a pulse on my favorite trends and is one step ahead of viral culture, so it feels amazing to come together again to disrupt norms and put me in the captain’s chair. I’m so happy to pilot this next collaboration to bring my favorite cruelty-free and vegan beauty to our communities!”

[Related: Trending New Launches in the Beauty Aisle]

In the campaign video, Trainor is cast as the first captain of e.l.f. Air, which aims to challenge aviation norms and reflect how the beauty brand is able to deliver lighthearted and humorous entertainment while staying deeply attuned to the needs and desires of its community.

“From the moment we envisioned Meghan as the captain of e.l.f. Air, we knew this collaboration wasn’t just about taking flight—it was about redefining the boundaries of creativity and connection with our community,” said Patrick O’Keefe, chief integrated marketing officer at e.l.f. Beauty. “Meghan’s unparalleled charisma and creative vision perfectly embody the spirit of Cloud Skin: bold, transformative and effortlessly accessible. Together, we’re not just creating a campaign; we’re charting a new course for beauty innovation that inspires and empowers everyone to glow their own way.”

As part of the digital campaign, e.l.f. is also tapping top rideshare app Uber to bring this whimsical in-flight entertainment to riders preparing for an airborne moment of their own. From January 28, 2025 to February 28, 2025, the e.l.f. x Meghan Trainor Cloud Skin campaign video will play in-app for select, targeted riders booking a car to an airport in the US & UK, with direct links to shop the Halo Glow collection.

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