Exploration driven by need to provide a robust engagement platform for the brand’s vocal fan base. The e.l.f. girl skews young and her makeup bag is bottomless. She loves hearing about new products and tips, is extremely passionate in her feedback, and seeks to share her looks.


  • Provide arena for elfettes to catch up on e.l.f. beauty news
  • Create a shop-able content experience
  • Integrate UGC to further improve dialogue


  • Pull social feeds into framework to provide holistic context
  • Elevate quality of content and UX (vs. existing blog)
  • Provide shop-able entry-points across posts