e.l.f. SKIN

Launching a new category within an established beauty brand.

OVERVIEW
e.l.f. SKIN was created to establish skincare as its own destination within the e.l.f. portfolio. The challenge was to build a distinct skincare brand that felt credible while remaining unmistakably connected to the accessibility, energy, and value that defined e.l.f.

The brand needed to feel fresh and ownable without losing its connection to e.l.f. From day one, the brand system was designed to scale across product launches, retail, digital, social, and brand awareness.

MY ROLE
I led the creative development of e.l.f. SKIN across brand expression, campaigns, product launches, photography, video, retail, out-of-home, digital, and social.

RESULTS
• Grew into an approximately $200M global retail business in four years.
• Rose from the #25 to #10 mass skincare brand in the U.S. within five years, disrupting a category long dominated by legacy skincare brands.