e.l.f. Cosmetics Launched New Marketing Campaign
The brand is targeting beauty consumers with a digital-first campaign featuring three actresses.
Updated on Sept. 30, 2026 in Beauty
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e.l.f. Cosmetics has released a marketing campaign titled The e.l.f.ing Magical Sisters to highlight its Soft Glam Cream Blush and Bronzer Sticks. The campaign features actresses Priah Ferguson, Keyla Monterroso Mejia, and Bebe Wood.
Why it matters
The campaign taps into consumer feedback regarding the product's texture and blendability while capitalizing on increased seasonal interest in autumn-themed marketing. The company is using this approach to drive interest in products that retail for $7.
e.l.f. Cosmetics reported that 50% of purchasers for the Soft Glam line are new to the brand. This performance metric is set against a baseline of existing customer retention, though the total number of total units sold remains undisclosed.
The players
Priah Ferguson
An actress featured as one of the leads in the brand's new marketing video spot.
Keyla Monterroso Mejia
An actress who appears alongside her costars portraying a modern-day witch in the campaign.
Bebe Wood
An actress featured in the campaign to promote the brand's blush and bronzer products.
e.l.f. Cosmetics
An Oakland-based beauty company known for affordable, mass-market makeup and skincare products.
The details
The marketed products, Soft Glam Cream Blush and Bronzer Sticks, are formulated with 2% shea butter and 1% sunflower seed oil to influence the application texture. The campaign, directed by Hannah Levy with a script by Anna Drezen, uses a narrative of modern-day witches to showcase the blendability of the cream-based formulas.
Timeline
The e.l.f.ing Magical Sisters campaign launched on September 30, 2026.
Health Landscape
This campaign tracks with the broader industry trend of prioritizing cream-based formulations in the mass-market beauty sector. It follows a pattern set by the recent rise of cream-to-powder blush products that emphasize ease of application for the average consumer.
When trying new cosmetic products, check the ingredient list for potential allergens, particularly if you have sensitive skin. It is worth discussing any persistent skin irritation caused by new makeup products with your dermatologist.
The takeaway
Beauty brands are increasingly using narrative-driven campaigns to highlight the specific texture and blendability of their products. Consumers should always prioritize their own skin health by monitoring for reactions when introducing new formulas into their daily routine.
Further reading
For more on evolving trends in personal care and makeup, explore our Beauty section.
More information
Find product details and availability information on the official e.l.f. Cosmetics website.
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