American Eagle is cashing in on the viral “washed denim” makeup trend with drugstore beauty brand, e.l.f. Cosmetics.
On Thursday, the teen specialty retailer and accessible makeup brand launches a four-piece makeup and skincare collection geared to the trendy taste of Gen Z consumers. People can shop the collection at certain American Eagle stores or on American Eagle’s and e.l.f.’s websites. The products will also be available on e.l.f.’s new TikTok shop.
The collection marks American Eagle’s inaugural beauty collab as well e.l.f.’s first time teaming up with a fashion label. The products translates American Eagle’s “iconic codes and cues” into beauty.
“When you think about these two super brands, e.l.f. x American Eagle, we both uniquely shape culture, creating endless opportunity for self-expression through personal style, color, clothes and more,” said Kory Marchisotto, e.l.f. Beauty CMO. “We knew that by bringing our super brands together, it was not only going to be magic but also a reflection of our combined vision for the best in denim, the best in beauty and the best in culture.”
Denim-specific language peppers the product descriptions. The Perfect pHIT Lip Balm transforms from dark-wash denim blue to a universal rosy pink. The denim blue Get Cheeky Clay Mask is made to hydrate and refine pores. The Denim Daze Eyeshadow Palette includes 12 matte and shimmer shades in blue, silver and charcoal colors named Mom Jeans, Bell Bottoms, To Dye For, Cargos, ’90s Vibes and High Rise. The products retail for $8-$16.
The complete collection is also available with an exclusive $50 beauty bag made with American Eagle denim.
“Our collaboration features so many nods to the American Eagle brand, both in the small details and the signatures we reimagined,” Marchisotto said. “From incorporating the AE denim tag on the eyeshadow palette to a denim pocket beauty bag to house your collection to the creative play on the blue palette and the entertaining spotlight on cheeks, we authentically embrace both brand’s DNA and create a new dimension at the intersection of fashion and beauty.”
The brands encourage consumers to show off their denim-on-denim looks in a TikTok campaign they’re calling “From Selfie to Belfie.” They explain that a “belfie” captures jeans the way a selfie captures makeup. “Outer Banks” actress Carlacia Grant will be showing off her best belfie skills across e.l.f.’s and American Eagle’s social channels.
The campaign will feature content from creators using a custom TikTok Community Filter. They will be backed by a custom song, co-created by e.l.f. & American Eagle, “all about feeling good and having fun while taking belfies.”
TikTok users are also encouraged to submit their best “From Selfie to Belfie” videos in the “Selfie to Belfie” Sweepstakes. The winner will be dubbed the “Jean Queen” and take home a $10,000 cash grand prize, one “belfie” stick and the full e.l.f. & American Eagle collection.
“Our brands speak directly to Gen Z—we meet them in their closet, while e.l.f. meets them at their vanity,” said Craig Brommers, American Eagle CMO. “We’re excited to intermingle across touchpoints and industries to deliver the kind of fun collaboration that we know they’ll love.”