e.l.f. Cosmetics, Social Posts

Project Team: Ioana Friedman, concept; Sarah Gebeyehu, art director and designer.

The e.l.f. Cosmetics POV is this: beauty can be fun, accessible AND polished. This cascades across touchpoints via how-tos, inspirational imagery, seasonal product launches and storytelling—all narrated in a friendly tone that drives passionate dialogue.

In social, we’ve driven engagement via playful product imagery. This is a collection of stand-alone Instagram posts which performed strongly and defined the e.l.f. approach for holidays and seasonal moments: textured, clever stories closely tied to product.