Elf Cosmetics combines beauty and gaming in their latest makeup and skincare collection


elf Cosmetics may be best known for their affordable products that make it so accessible and easy to wear the most current makeup looks, but now they’re taking that philosophy even further into the future. The brand has just released a new collection called “Game Up”, inspired by gamers, consisting of hyper-colored makeup and refreshing skincare launches. The collection has the best tools for any beauty or gaming fan, whether you want to create a cyber-inspired negative space eyeliner look or brighten your complexion after a long day of watching screens.

The new “Game Up” collection consists of eight brightly colored and cute packaged different skin care and makeup products. The makeup drops include eyeliner jars in four bright shades, a 10-pan eyeshadow palette, four juicy lip glosses, an eight-piece nail polish set, and an accessory set with brushes and facial gems. The skincare products in the collection include a setting mist, an energizing face mask to revive dry skin and a roll-on eye cream that helps fight dark circles.

“Eleven was an early adapter in beauty on Twitch,” Patrick O’Keefe Eleven Beauty’s vice president of integrated marketing communications said in a press release for the collection. “We want to empower and empower gamers by creating their unique presence in the game world and beyond through inclusivity, positivity and accessibility. We are excited to continue pushing boundaries at the intersection of entertainment, gaming and beauty.” True to the spirit of merging gaming and beauty, the collection was even first introduced on Twitch by Australian gamer Loserfruit.

But if IRL beauty products aren’t enough, an additional gaming component is coming soon. On July 13, LA’s top gamers will gather at a local arcade to play retro arcade games to be streamed live via Elf’s Twitch channel: @elfYOU. Additionally, every Game Up product also comes with a secret code that can be redeemed for bonus points, gift cards, and other prizes when you join elf’s Beauty Squad loyalty program. Members who purchase the entire Game Up collection and enter all codes will win a surprise product reward. (How’s that for LARPs?)

The Game Up collection from e.lf. is available now at elfcosmetics.com and target.com and will be available July 18 at Shoppersdrugmart.ca. Check out some of our favorites from the new collection below:

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