e.l.f. Cosmetics and Tinder are disrupting the dating game with a new collaboration inspired by the relationship between self-expression and confidence when creating new connections. The e.l.f. x Tinder “Put Your e.l.f. Out There” Vault collection introduces new product innovations from e.l.f. with exclusive features and limited-edition beauty must-haves designed to ditch any first-date jitters.
The collaboration is a perfect match, integrating e.l.f.’s passion for beauty with Tinder’s unrivaled access to new possibilities.
A recent study** found that over 1 in 3 (35%) of surveyed singles see first dates as the perfect opportunity to experience new makeup looks, making this collaboration a natural fit for those eager to explore fresh looks while sparking new connections.
“e.l.f. and Tinder are kindred spirits, united in our commitment to self-expression and empowerment. Together, we create a constellation that further fuels our community’s confidence,” said Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty. “Finding a like-minded partner like Tinder is non-negotiable in our collaborations. We draw inspiration directly from the pulse of our communities and translate it into bold action. Knowing 80% of singles in the study said having a get-ready routine impacts their confidence on a first date, we created products to help them feel like their most empowered selves.”
“Confidence is key when sparking new connections. Your bravest, funniest, most-charming self shines through when you look and feel your best,” said Melissa Hobley, Chief Marketing Officer at Tinder. “The majority of Tinder users are 18-30 years old, so working with their favorite beauty brand was a no-brainer. Nearly half (46%) of surveyed singles saying they notice when their date has spent time on their appearance. So, together with e.l.f., we’re proud to empower more singles to embrace all the pre-date butterflies, the optimism, and even a bit of the nerves so that they can face the first date with a confidence born from bold self-expression.”
The collection includes confidence-boosting makeup products to help singles face the first date. Embodying a perfect match between e.l.f.’s signature boldness and Tinder’s mission to inspire real connection by making dating fun and easy, the limited-edition kit delivers on e.l.f.’s commitment to the community by offering premium products at an extraordinary value.
The e.l.f. x Tinder “Put Your e.l.f. Out There” Vault collection ($45/£45) includes:
Tinder Box: Lip Trio featuring two nourishing lip oils and a mini lip liner in a custom tin
All Slick No Ick: Face Primer
Set-Uationship: Setting Mist
Flame Changer: Makeup Bag
The It’s a Match!™ Stick Lippies are a new innovative product featuring single-use lipstick matches for convenient application. It’s a Match!™ Stick Lippies ($4/£4) and Tinder Box Lip Trios ($18/£18) are available separately from the Vault in very limited quantities.
In addition to the product collaboration, the brands have created a comedic campaign video that shows how a bold look can help with pre-date nerves and inspire confidence. Capturing the trials and spirals of modern dating woes, the video features television personality and social-media influencer Harry Jowsey as a dreaded first date scenario.
These red-hot, limited-edition beauty products will be available at elfcosmetics.com and eflcosmetics.co.uk – in the U.S. and U.K. – beginning Tuesday, September 10, 2024, at 9 am PT/5 pm BST, while supplies last.
Beauty Squad members in the U.S. and U.K. will also have the chance to receive exclusive access to Tinder Gold for $1/£1 for the first-month of their subscription, giving them unlimited Likes, access to Passport™, the ability to view who Likes them, and more. Eligible Beauty Squad members can claim this deal in their Beauty Squad dashboard under “Rewards” to have a unique redemption code delivered via email, while supplies last.***
This collaboration will also be available for the first time via DashMart, a new type of fulfillment platform and store brought to you by DoorDash that offers businesses a new channel to reach customers. Availability will be in select US cities, fueling accessibility for the community with same-day delivery in Los Angeles, Houston, Chicago, Miami/Ft. Lauderdale, Manhattan, San Diego, Philadelphia, Phoenix, Las Vegas and San Antonio. To find the DashMart nearest you, visit https://www.doordash.com/sdl/dashmart