E.L.F. Cosmetics and American Eagle Outfitters are luring Gen Z with a new makeup and skincare collab. Available on both brands’ websites, the product launch will include an eyeshadow palette, PH lip balm (that changes color based on the individual skin’s natural PH levels), a clay mask, and denim beauty bag. Cross-industry collaborations are becoming increasingly popular in the beauty industry and while E.L.F. has partnered with food establishments like Dunkin’ and Chipotle, this is the first time they’re venturing into fashion. YPulse research shows young consumers are drawn to unusual brand collabs—especially when they release limited edition products. (Vogue Business)
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