Jen Atkin with her new e.l.f. Cosmetics collaboration, the e.l.f. xx Jen Atkin collection
Jen Atkin's getting into the makeup business.
The hairstylist turned OUAI Haircare founder has collaborated with e.l.f. Cosmetics on the limited edition e.l.f. xx Jen Atkin collection, which includes lipstick, lip liners, hair and brow pomade, a face palette and a brow kit.
All products will be available on Ulta.com on April 7, but join e.l.f.’s Beauty Squad loyalty program to be the first to shop on April 5.
Products include:
XXtra Lip Duo: 2-in-1 lipsticks and lip liners that pack a punch of rich, matte color with a comfortable, creamy feel in Bright Idea, a hot red; se.l.f.ie made Pink, a soft pink, and Be Bold Brown, a medium brown. $8 each.
Hair & Brow Pomade: Formulated for every hair type and tone, it sets, defines and holds brows in place. $6.
The Let’s e.l.f.ing Do This Face Palette: Available in Light-Medium and Medium-Deep, this all-in-one palette helps you an effortlessly chic makeup look. The universally flattering shades include luxe eyeshadows, a cream to powder eyeliner, a sheer matte blush, a sun-kissed bronzer and a shimmering highlighter. $14.
Zero Effort Liner: A cream-to-powder eyeliner formula. This eyeliner pencil gives a smoky, diffused eyeshadow look with the ease of a pencil so you can easily swipe, smudge and smolder. Choose from Brown to Earth or Jet Set Black. $5 each.
Mist Me? Hydrating Coconut Mist: Moisturize skin and refresh makeup with this lightweight, hydrating facial mist. It features an irresistible coconut fragrance, inspired by Jen’s love of e.l.f.’s best-selling mists. $8.
Eyes Up Here Brow and Liner Kit: Create an effortless smoky eye and brows look that stays put. The kit includes Brow Pomade, Zero Effort Eyeliner in Black and a dual ended eyebrow brush. $12.
Jen Atkin and her collaboration with e.l.f. Cosmetics
As for why she wanted to join forces with e.l.f., Atkin, 41, explained it was all about community. “One of the reasons I wanted to collaborate with e.l.f. is they understand the importance—now more than ever—of giving back to the community,” she said in a press release.
Tag an Instagram post with #elfmade between April 4, 2021 and April 30, 2021, and e.l.f. and Atkin will donate $1 to Girls Inc., up to $25,000. “Teaming up with these organizations that supports ‘girl power’ means we can help budding young entrepreneurs with their ideas and dreams,” Atkin added.
“Feeling powerful in your skin gives you the power to do more. When you feel good, you have that ‘xxtra’ boost to succeed. I am obsessed with creating quality beauty products that are accessible to everyone,” Atkin said.
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