Beauty
The e.l.f. x Jen Atkin Collab Is A Minimalistic Makeup Lover’s Dream
The neutrals are anything but basic.
If you consider yourself a beauty fanatic, then there’s a good chance that you’re already familiar with Jen Atkin’s impressive career. And between being a veteran celebrity hairstylist, founder of hair care brand OUAI, and a new mom, she’s found time to add yet another title to that list: e.l.f. Cosmetics collaborator.
Perfect for busy women on-the-go, the limited-edition collection includes five beauty essentials (all housed in sleek, minimalistic packaging) and two bundles. In the lineup: a do-it-all neutral palette that offers eyeshadows, blush, bronzer, and highlighter; a coconut-scented facial mist infused with vitamin E; creamy eyeliner pencils; and a double-ended lipstick and liner duo that comes in three gorgeous shades. Of course, the collection wouldn’t be complete without a nod to Atkin’s specialty: a multi-tasking hair and brow pomade that helps keep both your arches and pesky flyaways in check. And, in true e.l.f. fashion, the individual products range from an affordable $5 to $14, with the lip kit costing $20.
At the collection’s virtual launch event, Atkin dished on why the collab was a no-brainer: “I realized how much e.l.f. and I have in common,” she said. “We share the same values that I wrote down when I first started OUAI and it’s so important for both of us to really work hard to create quality products with a really chic aesthetic at an accessible price point.” Two years in the making, the collection is finally here — and it doesn’t disappoint.
Another bonus? E.l.f. and Atkin are all about giving back. For every selfie posted from now until the end of May 2021 with the hashtag #elfmade, $1 will be donated to Girls Inc., a nonprofit dedicated to inspiring and mentoring the next generation of boss babes.
Hit that add-to-cart button before it’s too late: The collection is available now on the brand’s website and drops on Ulta.com and in Ulta stores on April 18.
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