Gen Z’s most beloved makeup company is teaming up with a fan favourite clothing brand; yes, e.l.f. Cosmetics is collaborating with American Eagle. E.l.f. took to Instagram to share the announcement with an image of glossy lips with a blue ombre ‘AE’ painted onto them. And this post contained more of a hint for the collection than you may have initially clocked.
The makeup brand has since confirmed that the collection is inspired by denim, and so the blue hue on the first post starts to make a lot of sense. The cosmetic collaboration will span across both makeup and skincare, featuring four products: the Denim Daze Eyeshadow Palette, Perfect pHit Lip Balm, Get Cheeky Clay Mask, and the Beauty Is In Your Jeans Vault.
The Denim Daze Eyeshadow Palette features 12 shades with some inspired by a classic denim blue (as you would expect), others are inspired by the versatility of denim bringing in alternative shades of grey and brown. However, the classic denim feel is still detectable throughout the palette as it is predominantly cool toned and channels the edgier aesthetic that we associate with the denim revival. There are 5 shimmer shades and 7 matte which is a perfect balance for a versatile palette that can be used to create a variety of eye looks, which is pretty good for $16 if you ask us.
Do not be alarmed by what appears to be a blue lipstick in the collection; the Perfect pHit Lip Balm is not actually blue. The $8 lip balm changes colour when applied to the lips to create “your ultimate pink lip”. While I have always found these colour-changing products to be slightly gimmicky, some have proved to be very popular in the past and it will be interesting to see how this lip product holds up within this market.
The Get Cheeky Clay Mask is being marketed as a hydrating and pore refining mask for “*both* sets of cheeks”. From this we can infer that the mask will be suitable for both your face and body, but other than that we don’t know too much about this product. All we do know is that it retails for $11 and hopefully, we will get more information and an ingredients list once the product launches on the 30th.
The Beauty Is In Your Jeans Vault contains all three of the cosmetic products in the collection but also comes in a denim make-up bag by American Eagle. The Vault costs $50, whereas if you were to buy the collection individually it would only cost $35, so keep this in mind while you’re shopping. This being said, the collection does celebrate all things denim and so including the carry all in this campaign really ties the whole thing together. If you were on the hunt for a cute make-up bag, look no further.
The collection will be available in the US on March 30th, 2023, on elfcosmetics.com and AE.com as well as in select American Eagle stores.
Words by: Amelia Gregory
