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E.l.f. unveils new influencer-led beauty collaboration

E.l.f. Cosmetics has enlisted the help of a group of micro-influencers for its latest makeup collection. The color cosmetics brand has unveiled ‘Modern Metals,’ a cruelty-free, vegan makeup series designed in collaboration with five micro influencers from the Beautyscape community event it held in New Orleans earlier this year, in which four groups of up-and-coming social media stars went head to head for the chance to contribute to the project. The winning team was made up of influencers Leslie Alvarado, Yuri Antillon, Kathlyn Celeste, Irsah Javed, and Mia Randria, who have approximately 405,000 Instagram followers between them.

The Modern Metals collection by e.l.f. - Photo: © e.l.f. Cosmetics

The Modern Metals collection by e.l.f. - Photo: © e.l.f. Cosmetics

The collection taps into the knowledge of talented influencers who have a pulse on consumer demand, and we’re thrilled to bring this Beautyscape collection to market, as we continue to make investments behind our brand and community,” said Tarang Amin, Chairman and Chief Executive Officer of e.l.f. Beauty, in a statement.

The collection, which was inspired by the metal textures and street styles of New Orleans, comprises an eyeshadow palette, a blush and highlighter palette, a liquid matte lipstick and a lip gloss, in curated shades and textures ranging from bold to neutral, and luminous to matte. The packaging design also nods to the colors of the ‘Big Easy’.

The winning team of influencers in e.l.f.’s headquarters, finalizing the Modern Metals products. (Photo: Business Wire)

The winning team of influencers in e.l.f.’s headquarters, finalizing the Modern Metals products. (Photo: Business Wire)

The trend for recruiting beauty influencers to work on makeup collections shows no signs of slowing down anytime soon. This summer, prestige French brand Lancôme unveiled its first influencer collaboration in the form of a lipstick series designed with beauty blogger Camila Coelho, and cult brand Too Faced unveiled the results of its long-awaited foundation collaboration with blogger and influencer Jackie Aina. Meanwhile, Canadian actress and influencer Shay Mitchell was reported to have landed a major new beauty role with Buxom Cosmetics earlier this year, spanning campaign work, content creation and product development.

AFP/Relaxnews

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