e.l.f. Cosmetics
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e.l.f. Cosmetics ⎯
e.l.f. Cosmetics
The billion-dollar beauty disruptor gets a glow up.
TEAM
Carolin Harris, CD
Madison Kahn, ACD Copy
Kelsey Lesko, ACD Design
Marcus Solzberg, Senior Designer
RECOGNITION
Webby Award for Corporate Communications - Nominee
SERVICES
Product strategy & design
Design system
Content strategy
Copywriting
Development
KETTLE
Twenty years ago, e.l.f. Cosmetics was known for its one-dollar lipsticks. Today, it’s a billion-dollar company with a global portfolio of viral beauty brands. While each brand has its own e-commerce website, the parent company needed a new website to engage a range of audiences as the public company skyrockets to new heights.
Challenge: Create a disruptive brand platform that moves at the speed of culture.
We reimagined the hub as its own e.l.f.averse of entertainment. The site acts as a digital playground, encouraging all visitors—from investors to media and even fans—to explore the entire portfolio of brands and discover the latest content.
Every inch of the .com experience reflects e.l.f. Beauty’s fearless personality. The bold color choices, the direct and unapologetic copy, the micro-animations, the strong typographic hierarchy—it all works together to set a striking tone as we guide visitors through e.l.f.’s impressive orbit.
The results were impressive. In just 30 says, we saw a 57% increase in average engagement time per session. A 97% increase in sessions started through organic search. And thousands of impact report downloads — a new record.
