e.l.f. and Tinder's new relationship bridges the gap between lifestyle and beauty



e.l.f. Cosmetics has teamed up with the popular dating app Tinder to launch the limited-edition “Put Your e.l.f. Out There” Vault collection, a collaboration aimed at connecting beauty with the lifestyle sector. This partnership reflects a growing trend among beauty brands to align themselves with broader cultural movements and lifestyle brands, creating synergies that tap into both cosmetics and consumer habits.

According to Laurie Lam, Chief Brand Officer at e.l.f. Beauty, the collaboration was driven by shared values between the two brands, particularly around self-expression and confidence. “The e.l.f. x Tinder collab is a swipe-right moment for both brands,” Lam explained. “Tinder was built on the belief that the need to connect is innately human, yet the hardest part of online dating is the real-life interaction. A fiery makeup look can give you the confidence to face whatever a first date throws your way.”

We spoke to Lam to learn more about the strategy behind the collection launch and how popular brands in the cosmetics and lifestyle spaces can benefit from strategic partnerships that target crossover consumer audiences. “At e.l.f., we are always looking for new ways to empower our community,” Lam noted, emphasizing that this collaboration reflects the brand’s commitment to staying connected to what is relevant in people’s lives. “We see the world through the eyes of our audience, and dating, for many of them, is a key part of that journey.”

Cosmetics & lifestyle: A budding romance

The collaboration between e.l.f. and Tinder is part of a larger trend where beauty brands are increasingly partnering with lifestyle companies to deepen their connection with consumers. Such partnerships enable cosmetics brands to move beyond their traditional focus on beauty products and tap into experiences, self-expression, and cultural moments.



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