e.l.f. Beauty is seeking to democratize clean and effective skincare at affordable price points with the launch of its new e.l.f. SKIN collection.
The collection includes products such as Holy Hydration!, Pure Skin and Blemish Breakthrough, which have all been developed as clean, vegan, cruelty-free, and ingredient-driven skincare options that can address a variety of eye, lip, face, and skin concerns.
To promote the new product line, the brand has launched a new e.l.f. SKIN awareness campaign and appointed its new skincare ambassador.
“We’ve raised the bar, creating truly effective skincare products with proven benefits,” said Dave Valia, head of research and development at e.l.f. Beauty. “At e.l.f., we work diligently to combine efficacy with simplicity to offer the e.l.f. community clean, uncomplicated solutions for their skincare needs at an affordable value.”
Holy Hydration! caters to skin that is considered normal or dry with ingredients that are noted to quench even the most dehydrated complexions.
Pure Skin, on the other hand, has been designed for sensitive skin with use of gentle formulas that are cruelty-free and fragrance-free.
And last but not least, Blemish Breakthrough is for those looking to address issues relating to oily and acne-prone skin while evening tone and improving skin texture.
For its amabassador, e.l.f. Beauty has appointed board-certified dermatologist and Assistant Professor of Dermatology at the University of Minnesota Medical School, Jing (Jenny) Liu, MD, for the role.
“I deeply admire e.l.f. SKIN’s unwavering commitment to developing science-backed formulas that effectively address real skincare problems. With e.l.f. SKIN’s affordable price points, I can finally advise my patients that powerful skincare and quality ingredients are actually within reach!”
All products under the e.l.f. SKIN line are priced between $9 and $14 and are available for sale at retailers such as Target, Walmart, and Ulta Beauty as well as online.