The mastermind behind luxury haircare label OUAI trades trades in a collaboration with e.l.f. Cosmetics.
Celebrity hairstylist Jen Atkin is known for taming the tresses of A-listers like Kim Kardashian and Chrissy Tiegen. Now, she’s bringing some of her Hollywood magic to makeup. The new collection features essentials like the Let’s e.l.f.ing Do It face and eye palette, but it also takes notes from TikTok trends. For example, there are three shades of the Xtra Lip duo, which touts a lipstick on one end and a lip liner on the other, in what might be a nod to the #LipDuo trend that saw TikTok users sharing their favorite lip combinations for ther perfect overlined look on the platform. Finally, Atkin goes back to her roots with a hair and brow pomade that comes in handy mascara-like packaging, instead of a cumbersome tub. Each product retails for $14 or less, and is available for purchase on elfcosmetics.com.
Of all the beauty brands that thrived and revived their image during the pandemic, e.l.f. Cosmetics may have been the most successful. The makeup brand, which boasts a spot in the Gifted class of Gartner’s
Digital IQ Index: Beauty, was a pioneer on TikTok, having initiated one of the most catchy jingles and challenges, #EyesLipsFace, on the platform that’s still popular today. As such, it makes sense Atkin would opt for e.l.f. Cosmetics when deciding how to debut her move into makeup. Keeping the collection small and select is also a smooth move, as decision fatigue, especially when shopping online, can curttail the path to purchase. Finally, incorporating a hair-based product could make consumers look twice and be more accepting of the hair mogul’s first makeup collection, especially as people often forget they have hair on their face, as well as their head. It’s not the first time Atkin has strayed from the norm. She launched a
pet shampoo for puppies and kittens under her OUAI brand just last month, featuring her own pups in the campaign.
As the world prepares for the end of the pandemic, rituals like spring cleaning take on new meaning. Consumers hoping to reset their lives could look to Atkin’s collection as an affordable, yet trendy way to get a fresh start.