Latest news with #e.l.f.Cosmetics
Business Wire
3 days ago
- Entertainment
- Business Wire
e.l.f. Cosmetics Launches Legal-themed 'e.l.f.ino & schmarnes' Defending the Best of Beauty at Accessible Prices
OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE:ELF), has filed its latest motion in favor of beauty justice with the debut of a bold new campaign: ' & schmarnes.' This satirical legal-themed initiative makes the case that it's practically criminal to pay too much for high-quality beauty. e.l.f. Cosmetics debuts bold new campaign: ' & schmarnes" making the case that it's practically criminal to pay too much for high-quality beauty. Share Starring drag superstar Heidi N Closet as ' and comedian, actor and author Matt Rife as 'schmarnes' the fictional legal duo headlines a playful yet purposeful crusade to represent the community. Together, they rally in defense of every eye, lip and face who want the best of beauty at accessible prices to put 'cold, hard lash' in the community's pocket. This isn't e.l.f.'s first foray into legal drama. Following the success of its 'Judge Beauty' campaign, ' & schmarnes' reimagines the courtroom setting as a platform for product truth-telling and value-driven advocacy. With e.l.f.'s signature blend of humor, entertainment and value proposition, ' & schmarnes' serves up charges against crimes against lashes, lips and logic. The Charges: Inflated prices Makeup markups Undervalued smarts of the shopper The Evidence: e.l.f.'s high-performance, clean, cruelty-free, vegan products—with 75% of e.l.f. Cosmetics being $10 and under—stand as Exhibit A: Incredi-Curl Mascara ($9): Delivers bold volume, dramatic curl, and all-day wear without flaking or smudging. Halo Glow Liquid Filter ($15): A multi-use glow booster that leaves skin with a radiant, soft-focus finish. Glow Reviver Melting Lip Balm ($9): Glossy, buttery hydration in six vibrant shades and flavors. Glow Reviver Lip Oil ($9): A sheer, minty gloss that nourishes lips without the stickiness. 'For 21 years e.l.f. has been making the best of beauty accessible to every eye, lip and face. From 'Cosmetic Criminals' to 'Judge Beauty' to the law offices of ' and schmarnes', we stand with our community in favor of beauty justice,' said Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty. 'Our vigorous defense is high quality beauty without compromise – to your wallet or your values. That's the way.' 'The whole campaign cracked me up—Heidi and I had the best time creating it—and it resonates,' said Rife. 'I grew up seeing those over-the-top law firm ads, so getting to parody one while backing a brand that actually delivers? That's a case I'll always take.' Heidi N Closet, aka ' added, 'I've been a loyal for years. The products never miss—and I go through a lot of makeup. e.l.f. proves you don't need to spend a fortune to feel and look amazing. High-quality makeup that's Case closed.' Watch the full campaign video now on YouTube and other e.l.f. platforms. Has overpriced beauty hurt your wallet? Join e.l.f. in NYC at the Oculus on August 13, 2025 from 12:30–6:30 p.m. ET, where the Law Offices of ' & schmarnes' are officially open. Come defend your eyes. lips. FUNDS. and claim the benefits you're entitled to—because you (and your bank account) deserve better. Beauty complaints? Call 1-855-COLD-HARD-LASH. About e.l.f. Cosmetics: e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at
Business Wire
05-08-2025
- Business
- Business Wire
Slaying the e.l.f.ing Game: e.l.f. Teams Up with Four NWSL Players
OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE:ELF), signed four powerhouse athletes from the National Women's Soccer League (NWSL), reinforcing its commitment to Empowering. Legendary. Females. on and off the field. e.l.f. Cosmetics signs four National Women's Soccer League athletes, Melanie Barcenas, Abby Dahlkemper, Lo'eau LaBonta and Jaedyn Shaw, reinforcing its commitment to Empowering. Legendary. Females. Share e.l.f. has a multi-year partnership with the league, sharing the goal to level the playing field for the over 400 women who are elevating professional women's soccer in the U.S. - and for the next generation to have the role models to take their own ambitions to the next level. Melanie Barcenas, Abby Dahlkemper, Lo'eau LaBonta and Jaedyn Shaw are the newest bold disruptors to join e.l.f.'s talent roster. Each one brings a powerful story of resilience, perseverance and passion to the pitch. 'Melanie, Abby, Lo'eau and Jaedyn are each powerhouse athletes—bold, fearless, and unapologetically themselves. Their stories reflect the kind of grit, grace and glow that define today's rising legends,' said Patrick O'Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty. 'As part of our e.l.f.‑in‑sports movement, they embody our mission to champion the underrepresented and inspire the next generation of girls through unstoppable positivity, inclusivity and accessibility. They're not just shaking up the game—they're rewriting the rules of what it means to lead, to inspire, and to be legendary.' Meet the team of Barcenas, now 17, made history at just 15 as the youngest player to sign with the NWSL. She continues to balance school and professional soccer as a forward for San Diego Wave FC and represents the U.S. U-17 Women's Youth National Team. 'Balancing school, soccer, and being a teenager isn't easy - but e.l.f. reminds me to have fun with it. They're all about breaking boundaries, owning your journey, and showing up exactly as you are - and that's what I want to represent,' said Barcenas. Dahlkemper, center back for Bay FC, is a three-time NWSL Champion and World Cup winner who made a remarkable return to the field after a serious back injury sidelined her for over a year. 'I'm so excited to partner with e.l.f. because they're all about confidence - in the wins and in the tough moments. That really speaks to me. Some of the biggest lessons in my career have come through setbacks, and e.l.f. shows up for women wherever they are on that journey,' said Dahlkemper. LaBonta, who was waived early in her career, fought her way back to become a key midfielder and captain of Kansas City Current, earning her first USWNT call-up in May 2025. "My story's had twists and turns, but it's mine. I'm thrilled to team up with e.l.f. because they see the beauty in the entire journey - they celebrate the grind, the hustle, the comeback. I can't wait to use this partnership with e.l.f. to inspire the next generation of soccer fans,' said LaBonta. Shaw, a forward for North Carolina Courage and rising star on the U.S. Women's National Team, became an Olympic gold medalist in 2024—all before her 20th birthday. 'Partnering with e.l.f. means I get to represent all of who I am — Vietnamese, Black, athlete, creative. I want girls to see that you don't have to choose one version of yourself. Confidence comes from being your full self, and that's what e.l.f. is all about,' said Shaw. All four players will join e.l.f. through the remainder of 2025 through editorial content, appearances, public events, interviews, social content and exclusive campaigns across e.l.f. platforms. Earlier this year, e.l.f. became the first official makeup and skincare partner of the NWSL and was named Presenting Partner of the NWSL Challenge Cup through 2027. The brand teamed up with San Diego Wave as the Presenting Sponsor of the June 22, 2025, Pups at the Pitch match, and will head to Kansas City Stadium on August 16, 2025, as the KC Current take on Orlando Pride. Throughout the remainder of the season, e.l.f. will continue to deliver fan-first experiences that amplify and celebrate voices both on and off the field. Supporting women who are breaking barriers and redefining what's possible brings to life e.l.f.'s vision to be a different kind of beauty company that is a bold disruptor with a kind heart. e.l.f. also supports the Billie Jean King Cup, Kendall Coyne Schofield and the National Women's Hockey League, professional race car driver Katherine Legge, Paralympic swimmer Anastasia Pagonis and the Wonder Women of Wrestling Varsity Tournament, among other initiatives that democratize access for all on the playing fields. About e.l.f. Cosmetics e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at The National Women's Soccer League is the premier women's professional soccer league in the world featuring national team players from around the globe. The clubs are Angel City FC, Bay FC, Boston Legacy FC, Chicago Stars FC, Denver Summit, Houston Dash, Kansas City Current, NJ/NY Gotham FC, North Carolina Courage, Orlando Pride, Portland Thorns FC, Racing Louisville FC, San Diego Wave FC, Seattle Reign FC, Utah Royals FC, and Washington Spirit.
Express Tribune
18-07-2025
- Entertainment
- Express Tribune
Hailey's skin flares as Justin's money mess explodes
Hailey Bieber is showing the cracks behind the picture-perfect façade, revealing the physical toll her husband Justin Bieber's money troubles have taken on her. The 28-year-old model and Rhode founder posted a filtered selfie on Instagram Stories showing a red rash around her chin, disclosing she's experiencing a perioral dermatitis flare-up. She attributed the skin issue to a mix of stress, travel, hormones, and product irritation. The timing of her post couldn't be more telling. Justin is still reeling from a reported multi-million-dollar settlement with former manager Scooter Braun. Hailey recently sold her skincare company Rhode to e.l.f. Cosmetics for $1 billion, prompting speculation that Justin may be relying on her windfall to bail him out. Hailey's rep has denied any financial entanglement, calling the Rhode deal a standalone achievement, but rumours persist. In a sharp rebuttal to online gossip, Hailey listed her minimalist skincare routine and emphasized her own health. But insiders suggest her calm tone masks growing tension behind closed doors. Just days earlier, Hailey subtly took aim at Braun while defending Justin's new album Swag, a project she reportedly supported from start to finish. Despite their united front, whispers of strain continue. The online fallout has been fast and furious. Hailey's recent posts have ignited fan speculation over her well-being and the couple's financial future. While Justin has remained silent, others in their orbit are pulling away. A new twist emerged when fans noticed the CEO's wife updated her Facebook profile, removing his last name before deactivating her account entirely. Even Justin's LinkedIn comments are now locked down. With money, marriage, and image all in flux, Hailey's flare-up might just be the most visible symptom of a scandal still unfolding behind the scenes.
Express Tribune
18-07-2025
- Business
- Express Tribune
Justin Bieber's $31M debt to Scooter Braun delayed amid Hailey's Rhode payout deal
Justin Bieber is allegedly postponing a $31 million payment to former manager Scooter Braun, with insiders claiming he's waiting on the finalization of his wife Hailey Bieber's billion-dollar deal with e.l.f. Cosmetics. TMZ reported on July 17, 2025, that Bieber's settlement with Braun includes a clause allowing him to delay the payout until the proceeds from Hailey's Rhode sale are credited to their shared account. However, Hailey Bieber has publicly denied that the Rhode sale is connected to her husband's financial obligations. She told New York Daily News that the business transaction is 'completely separate' from Justin's dealings with Braun. Despite this, sources claim Justin stands to earn $50 million from the sale as a private investor in Rhode. Bieber's financial rift with Braun reportedly began in 2023 after canceling his Justice World Tour. He had received a $40 million advance from AEG, and when the tour fell through, Braun's HYBE company allegedly stepped in to cover the losses. Bieber reportedly agreed to repay HYBE in installments, but only one payment was made. Page Six reports that the debt includes $26 million in covered costs and $5.5 million in commissions—half of an $11 million fee—while Braun forgave an $8.6 million commission. The final settlement stands at $31.5 million. Scooter Braun recently commented on the Question Everything podcast that his story with Bieber is 'not done,' suggesting a potential reconciliation in the future. Meanwhile, Bieber's new album SWAG is out now.
Refinery29
30-06-2025
- Entertainment
- Refinery29
We Wore e.l.f.'s New SPF Skin Tint & It Seriously Impressed Us
All linked products are independently selected by our editors. If you purchase any of these products, we may earn a commission. There has never been a better time to shop for a skin tint. A slew of new options have hit the shelves recently, each promising to impart a natural, 'your skin, but better' finish without any streakiness. Some feature buzzy ingredients with skincare benefits (MILK Makeup Hydro Grip Gel Tint, which contains brightening niacinamide, comes to mind). Others, like Merit's The Uniform, pull double duty by offering SPF protection, guarding the skin from harmful UVA and UVB rays. The latest to join this ever-expanding product category? e.l.f. Cosmetics' Halo Glow Skin Tint SPF 50, $38. If you're familiar with e.l.f. Cosmetics, you've probably already heard of the brand's Halo Glow Liquid Filter Foundation, $29. This bestseller has cultivated a dedicated following as a more affordable alternative to Charlotte Tilbury's Hollywood Flawless Filter Foundation, $74. Now, the brand promises to bring the same glow-boosting benefits in a featherlight format which also includes SPF 50 protection. After wearing this new skin tint over several hot and sweaty days, our editors share their honest thoughts on whether it lives up to its glowy promises. Jacqueline Kilikita, beauty director 'Sound the klaxon! I think I've found the best skin tint for girlies with light olive skin. Most shades lean too yellow or too pink for me, but 6 Light Cool is just right. It makes me look fresh and alive. Texture-wise, it applies more like a light-coverage foundation than a typical tint, which in my experience tends to be a bit more watery. This one's got more substance; it easily covers breakouts and acne scars, yet still feels like minimal makeup. I blend it in with a fluffy brush in seconds, and my skin just drinks it up. So much so, I actually look forward to using it every morning. I love the finish too: matte and glowy in all the right places. I'm always pleasantly surprised when I check my makeup in the lift mirror at the end of the day — it's still perfectly intact, with hardly any movement or creasing. I already know I'm going to use this down to the last drop. In fact, I've shelved or given away every other tint in my makeup bag. This is the one.' L'Oréal Blackett, Unbothered UK Editor 'I now have a lovely collection of skin tints, after years of not quite trusting the shade match of many tints on the market. They've now replaced my foundations as the makeup I wear daily, so e.l.f. Cosmetics' new skin tint had a lot to live up to. This is a very light formula but with buildable coverage. It's sheer enough to feel lightweight on the skin but helps to even out the skin tone. My skin tone is gradually shifting to its summer shade, so if you're my 'shade twin', I would pick a few shades darker. The result isn't my perfect match — but close — and I feel good that there were plenty of other options for me in the shade range, from 'tan' to 'deep' with options of cool, neutral and warm undertones (this amount of choice is always a win for an affordable brand). The formula is sheer enough to blend into my skin and look undetectable. It feels just like skin. All in all, this is a great skin tint at an accessible price point — and a handy one to pack in your hand luggage for your next holiday.' Venus Wong, senior writer 'Let's start with the positives: I'm very impressed by the formula, which melts right into the skin and casts a healthy, glowy filter. I wore shade 8 Medium Neutral to a party and got non-stop compliments about how lovely my skin looked. I attribute this to niacinamide, an ingredient that helps brighten the skin and reduce oil production. The coverage is sufficient enough to blur some of the spots around my temples and even out patches of discolouration without feeling like an oil slick, which is always a bonus when I barely feel like wearing makeup in the summer. It has a slightly thick texture, so the application looked far more natural when I stippled the product with a foundation brush, compared to just using my fingers (this is worth keeping in mind if you prefer using your hands). The one letdown for me has to do with the shade: For some reason, Light Cool was far too fair on my skin, while Medium Neutral appeared almost orange. I've seen creators like Golloria and The Lipstick Lesbians discuss their struggles with the shade range, saying that the product can oxidise and appear more orange on the skin. Medium Neutral looked great after I mixed it with my go-to highlighter drops (Glow Recipe's Watermelon Hue Drops in Rosy Glow), but I definitely think the brand can benefit from a shade expansion.' 'Many skin tints and foundations claim to have a skin-like finish, but e.l.f's Halo Glow Skin Tint has exceeded my expectations with flying colours. It's truly undetectable on skin, even when I build up coverage. While anything with 'glow' in the product name tends to read as greasy on my oily skin, this stuff miraculously looks incredible. It has a filter-like finish that blurs imperfections but looks like I don't have any makeup on. I mix shades 5 and 7 to get a perfect match, but I could definitely use either one alone based on the time of year and how tanned I am. The fact that it has SPF 50 protection (it's mineral, but doesn't appear ashy on my skin) easily makes this my new go-to complexion product for summer. If it came in a Costco-sized jug, I'd be the first in line to buy.'
