Escape "unglammy valley" with e.l.f. Cosmetic's Soft Glam Satin Foundation. Business Wire Published Sep 08, 2026 New horror-meets-humor campaign dramatizes the everyday nightmare of mismatched foundation - and the product that breaks you out of the uncanny and into the glam OAKLAND, Calif. - e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), launches today the bold new awareness campaign "Unglammy Valley," highlighting its Soft Glam Satin Foundation. A playful e.l.f. twist on the "uncanny valley" phenomenon, the campaign brings horror and humor to an all-too-relatable beauty nightmare: a foundation base gone wrong. Starring actress Sara Waisglass, e.l.f. delivers unexpected entertainment. e.l.f. Cosmetics launches "Unglammy Valley," a new campaign highlighting its Soft Glam Satin Foundation. The campaign brings horror and humor to an all-too-relatable beauty nightmare: a foundation base gone wrong. The insight into action is simple yet universal - when your base is off, everything is off. Whether it's cakey or a mismatched shade, this makeup mishap is real! 66% of consumers rely on trial-and-error purchasing to find their right shade*. The solution, though, is simple. e.l.f.'s Soft Glam Satin Foundation, with one sold on elfcosmetics.com every 8 minutes**, is the rescue that breaks you out of the uncanny and into the glammy. Top Stories Interested in more newsletters? Browse here. Longtime e.l.f.ie, Waisglass serves her quick wit and relatable charm in a campaign that gives a jump-scare moment to choosing the wrong foundation. The big plot twist is what e.l.f. Cosmetics' Soft Glam Satin Foundation, a medium-buildable coverage foundation, does to save the otherwise disastrous day. "Unglammy Valley" is a little twisted and a whole lot of funny. Available in 36 shades, e.l.f. Cosmetics' Soft Glam Foundation formula is designed to deliver soft, natural-looking skin with a subtle glow and satin finish. Infused with 1% Hydrating Hibiscus Complex, plus guava, blueberry and goji berry extracts, it hydrates without clogging pores. At $8/£9/€10, the foundation is high quality and accessibly priced for every eye, lip and face. e.l.f. Cosmetics is also teaming up with Alta, TIME's Best Invention-winning AI powered virtual closet, as the first ever beauty brand on the platform. e.l.f.'s Soft Glam collection will be available to the Alta community where they can keep track of their beauty routine the same way they track their wardrobe. Alta members play inside their digital closets, using Alta avatars to plan their vacation wardrobes, their work wear and their special event looks. In an eyes.lips.first., Alta is taking that groundbreaking technology to the beauty bag. No matter the outfit, Alta will recommend e.l.f. products, so head-to-toe glam is never an afterthought. "Finding the right foundation is a universal struggle. Understanding undertones, finding the right shade, the right coverage, the right formula - a true nightmare. Our community voiced all of these concerns, and we decided to put the e.l.f. twist on this beauty horror," said Oshiya Savur, Chief Marketing Officer of e.l.f. Brands. "Our community essentially handed us this idea, so we took their very real foundation fears and turned it on its head in the kind of over-the-top humor e.l.f. is known for. Through this campaign and our partnership with Alta, we are amplifying our award-winning Soft Glam Satin Foundation in a big way and helping people find their perfect match without the jump scares." The campaign launches with a full 360 amplification across TVC in the US, streaming/OTT, YouTube and across social channels, alongside influencer extensions and immersive activations. The campaign will run in the US, Canada, UK and Germany. e.l.f. Cosmetics' Soft Glam Satin Foundation and the entire Soft Glam collection can be found on elfcosmetics.com and elfcosmetics.co.uk, which also features a virtual try-on shade matching tool. Watch the entire campaign video here. *The Benchmarking Company, Shade (Mis)Match & Inclusivity, 2026 **e.l.f. Cosmetics DTC internal sales data, June 2024-August 2026 About e.l.f. Brands e.l.f. Brands, part of e.l.f. Beauty (NYSE: ELF), includes e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, and is fueled by a mission to make the best of beauty accessible and a purpose to make the world a better place for every eye, lip and face. Purpose led and results driven, e.l.f. Beauty is a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. As a bold disruptor with a kind heart, e.l.f. Brands' superpowers are delivering universally appealing, premium-quality products at affordable prices that are vegan, e.l.f. clean and double-certified by Leaping Bunny and PETA as cruelty-free. e.l.f. Brands are proud to have products made in Fair Trade Certified(TM) facilities. Learn more at www.elfcosmetics.com. About Alta Alta is a fashion technology startup based in New York, training AI models for the future of commerce. The Alta AI stylist and digital closet app is among the Top 100 App Store apps in over a dozen countries, and has been named TIME Best Inventions, and featured on Good Morning America, Cannes Lions, Vogue, ELLE, Forbes, TechCrunch, and Fortune. Users have generated over 300M outfits on the app, and at least 1 Alta avatar is being generated every second. Alta's 12 in-house proprietary computer vision & recommendation models also power AI styling and virtual try-on for publicly traded retailers. View source version on businesswire.com:

ELF Sheer For It Bronzer Tints. ELF has launched the brand new ELF Sheer For It Bronzer Tints as a bronzer version of their existing Sheer For It Blush Tints. There are four different shades, and they're just $6 each. Keep on reading to find out more... The ELF Sheer For It Bronzer Tints are a brand new, buildable, multi-use bronzer tint with an hydrating and water texture. Designed to give you a sheer, buildable sunkissed stain on your cheeks and lips, with a formula that works on both; your lips and cheeks. ELF describes them as being hydrating on the skin, with a watery feel and natural finish, while being long-lasting and transfer-resistant as they stain the skin. The Bronzer Tints can be swiped on the cheeks to bronze and sculpt, or dabbed on the lips for a sheer and hydrated wash of color. Here are the four shades available * Fair-Light * Light-Medium * Tan-Deep * Deep-Rich Each of the ELF Sheer For It Bronzer Tints have a small doefoot applicator, for precise and targeted application. ELF recommend tapping the stain on your cheeks, jawline, forehead and nose, and blending it in with a tapping motion. They say the tint can also be used on your decolletage, shoulders, arms and legs for a full-body bronze, although the tube only contains a very small 0.22 fl oz (6.8ml) amount, so I'd keep them just for the face, and they're available right now. *This post contains affiliate links. Images belong to respective brands. Edits made by Durbin Rock.

e.l.f. Beauty and Parity release "girls Who Play Change the Game", connecting girls' sports participation to long-term workplace impact. One of the largest and broadest studies of its kind, the study reveals the connection between the skills girls learn playing sports and women's careers e.l.f. Beauty and Parity unveil "Girls Who Play Change the Game," new research connecting girls' sports participation to women's leadership and workplace success. OAKLAND, Calif.-(BUSINESS WIRE)-e.l.f. Beauty (NYSE: ELF) and Parity today released a first-of-its-kind research report revealing a powerful, data-backed link between girls' sports participation and women's workplace performance. The study draws on more than 9,500 respondents across the United States, Canada, Germany and the United Kingdom, making it one of the largest and broadest studies of its kind. The findings are clear and consistent: women who played sports in their youth are more likely to become workplace leaders, are more likely to aspire to senior leadership and are more likely to negotiate their salaries. These women also credit skills learned in sports with helping them advance professionally. The report sits at the intersection of e.l.f.'s two long-standing purpose commitments: Change the Board Game, the company's commitment to boardroom equity and empowering.legendary.females., its commitment to women's sports. Both initiatives are rooted in creating access and accelerating pathways for the next generations of leaders. Parity, a women's sports consultancy focused on closing the gender income and opportunity gap in sports, is e.l.f.'s partner in the research. Aligned by shared beliefs, Parity brought their research expertise and rigor to execute the research at scale and e.l.f. leaned into its global platform of positivity, inclusivity and accessibility. The report centers on the Everyday Athlete - women who played sports for at least three years before the end of high/secondary school and now work (or recently worked) full time - alongside pro women athletes, men and women board members and women with little or no sports experience. Across all four countries, the study shows women who played sports carry those lessons into their careers. See how Everyday Athletes say sports change the e.l.f.ing game for women at work: * Nearly 90% of Everyday Athletes who have been promoted say a skill they learned in sports helped them move up. * 69% of Everyday Athletes who have worked at least five years say the lessons they learned in sports are more important than ever in today's workplace. * Everyday Athletes are nearly 50% more likely to hold leadership roles at work than women who played less or no sports. * Everyday Athletes are 37% more likely to aspire to senior leadership and nearly 25% more likely to have negotiated their salary than women who played less or no sports. * 80% of women leaders who were Everyday Athletes say sports were an important part of growing up. The study doubles down on these findings by talking directly to pro women athletes and men and women board members from all four countries: * 98% of the pro women athletes surveyed say sports helped prepare them to compete in life beyond their playing career. * 85% of men and women board members surveyed say the lessons learned in sports are important for future board members. "This research puts numbers behind what we've always believed. Building pathways for women in sports by investing in the players, leagues and their fans helps shape a brighter future for the next generation of changemakers," said Patrick O'Keefe, Chief Integrated Marketing Officer, e.l.f. Brands. "At e.l.f., we are committed to democratizing access to the playing field and to the boardroom so every legendary female has the access and the opportunity to change the e.l.f.ing game." Data from the study shows momentum for girls playing sports is growing: 70% of Gen Z women who started sports played through the end of high/secondary school, up from 62% of Baby Boomers. Even so, prior research shows girls across the US, Canada, Germany and the UK all participate in sports at lower rates than boys in their countries. Given the data from this study shows the life-long positive impact sports have on girls' futures, e.l.f. and Parity are resolved in their shared commitment to get and keep girls in sports. "Our hope is that these findings don't simply reinforce the value of sports but inspire society to create more opportunities for girls to play," said Leela Srinivasan, CEO of Parity. "Because this isn't about being elite or becoming a professional athlete. The benefits are linked to participation itself. By showing up, learning, competing and staying in the game for a few years, girls are already building valuable skills and characteristics they can leverage for advancement throughout their careers." Together, e.l.f. and Parity look to help level the playing field and widen the pipeline into every room where decisions are made. The report will debut at the third Power of Women's Sports Summit, produced by Billie Jean King Enterprises with e.l.f. as the presenting partner. The Power of Women's Sports Summit brings together some of the most influential change makers in sports, business and entertainment together on a global stage, all united by a shared commitment to accelerate the progress in women's sports as a marketplace. About e.l.f. Beauty e.l.f. Beauty (NYSE: ELF) is a bold disruptor with a kind heart, fueled by a mission to make the best of beauty accessible and a purpose to make the world a better place for every eye, lip and face. Purpose led and results driven, e.l.f. Beauty is a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Beauty's global portfolio of brands includes e.l.f. Cosmetics, e.l.f. SKIN, e.l.f. Hair, Naturium, rhode and Well People. e.l.f. Brands products are vegan, e.l.f. clean and double-certified by Leaping Bunny and PETA as cruelty-free. e.l.f. Brands are proud to have products made in Fair Trade Certified(TM) facilities. Learn more at www.elfbeauty.com. About Parity Parity is a women's sports consultancy specializing in professional athlete partnerships. With a mission to close the gender income and opportunity gap in sports, Parity connects brands with a diverse network of more than 1,600 pro women athletes across 85+ sports, including 300+ Olympians and Paralympians. Through athlete engagements, official community partnerships, women's sports consulting, and custom research, Parity helps brands authentically engage the most trusted voices in sports today. For more information, visit www.paritynow.com. Research Methodology The research draws on original surveys of three groups in the U.S., Canada, Germany and the U.K.: * 9,056 women ages 18-65 who work or have worked full time in the past five years (surveyed in June 2026); * 328 professional women athletes (surveyed in June and July 2026); and * 114 men and women board members (surveyed in July and August 2026). The quantitative research was supplemented by 21 qualitative interviews with a mix of Everyday Athletes, women professional athletes, and women board members from each country. Comparisons between groups are descriptive and reflect correlation, not definitive causation. For the complete methodology, see the full report.