E.l.f. enters the fashion space with a beauty collection for American Eagle

Dive Brief:

Affordable beauty brand E.l.f. is partnering with jeanswear and apparel brand American Eagle on a limited “Beauty Is In Your Jeans” set, featuring three cosmetic items and a branded denim tote bag, according to a news release.
The collection has already launched on E.l.f.’s TikTok shop and via livestream shopping platform NTWRK, and will be available on elfcosmetics.com, ae.com and in select American Eagle stores Thursday.
E.l.f. has previously crossed industries to create cosmetics collections with Chipotle in 2021 and with Dunkin’ last year.

Dive Insight:

The collaboration is the first fashion partnership for E.l.f., and the first beauty collection for American Eagle. Both brands have strong Gen Z consumer bases, with E.l.f. topping Kyra‘s “2022 Gen Z State of Beauty Report” and American Eagle winning them over in the denim category.

Leaning heavily into denim-themed puns, the affordably priced set features a 12-shade Denim Daze Eyeshadow Palette for $16 with hue names such as Mom Jeans, Bell Bottoms and High Rise; a Perfect pHIT Lip Balm for $8; a Get Cheeky Clay Mask for $11; and a Beauty is in Your Jeans Vault for $50 that features the whole set in a signature bag. A selfie stick was also made available for shoppers on the NTWRK platform.

In February, E.l.f. posted a 49% year-over-year increase in net sales to $146.5 million in Q3, and in a statement, Tarang Amin, E.l.f.’s chairman and CEO said the brand’s market share had increased by 150 basis points, according to Nielsen.

“This quarter marked our 16th consecutive quarter of net sales growth, reflecting the continued strong execution by the E.l.f. Beauty team,” said Amin. “ As we look ahead, we're excited about the potential we see as we continue to make the best of beauty accessible to every eye, lip, face and skin concern.”

American Eagle, which also owns the Aerie brand, reported Q4 earnings in March and managed to beat estimates, although total net revenue of $5 billion was flat compared to fiscal year 2021, and brand revenue declined approximately 3%.