Bubble Skincare or E.l.f Cosmetics? Hydration-focused serum or glow-giving blush? Now there’s no need to choose: On Monday, the two buzzy beauty brands announced a limited-edition collaboration that brings together fan favorites from each of their existing product lines, spurred by consumer demand. Inspired by hacks that consumers and content creators demonstrated on social media — mixing E.l.f. bronzer into a Bubble moisturizer for a lightweight texture and extra hit of moisture, for example — the collection “celebrates the power of the fans in leading the way to fuel discovery and experimentation on the journey of self-expression,” as described in a press release.”It started with one question: How do we make this right for our community? We didn’t want to create a collaboration that was exciting simply because two brands came together. It needed to be thoughtful, innovative and true to how our communities actually use skin care and makeup,” Bubble Founder and CEO Shai Eisenman told Fashionista. “We saw beauty lovers already mixing their favorite E.l.f. and Bubble products and knew there was an opportunity to surprise and delight in a way only our brands could,” adds E.l.f. Brands Chief Marketing Officer Oshiya Savur. “Two beauty brands coming together in this way is unexpected. We share space on shelves, in carts and in our community’s hearts. At E.l.f., we look for the insights we can put into action, and this collaboration was built around real consumer behavior. We developed innovative hybrid formulas that deliver the best of both worlds: skin-first benefits with makeup payoff.”
Photo: Courtesy of Bubble
The collection includes three products in three shade options each; all three of them are mash-ups of existing fan favorites from the two brands. Drop N’ Dunk ($18), a dual-chamber bronzing moisturizer, merges E.l.f. Skin Bronzing Drops with Bubble Slam Dunk Hydrating Cream Moisturizer. Glow Talk ($10) is a lip gloss that melds E.l.f. Cosmetics Glow Reviver Lip Balm and Bubble Talk Back Lip Serum. And finally, Camo Slide ($10) is a combination of E.l.f. Cosmetics Camo Liquid Blush and Bubble Water Slide Hyaluronic Acid Serum for a “lightweight blush serum.”Drop N’ Dunk is the key product inspired by the public, notes Eisenman. “[It] takes something consumers were already doing — mixing bronzing drops with moisturizer — and makes it easier and more customizable by bringing two community-loved formulas together in one dual-chamber package,” she says. Beyond the synergy of the two brands’ formulas, though, this collaboration also came about because “there is a real alignment between our values. We both believe that exceptional quality and innovation shouldn’t be limited to people who can afford prestige prices,” says the founder. “We are both deeply community-led, and we share a responsibility to listen to the next generation, represent them and help make the beauty industry better for them.” And that’s led to plenty of overlap in the two brands’ customer bases, as well: “There was already so much natural crossover between our communities, but the partnership goes much deeper than a shared audience. It comes from a shared view of what the beauty industry can and should become,” says Eisenman.
Photo: Courtesy of Bubble
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A commonality among both Bubble and E.l.f.’s existing fan base is that these consumers “[don ‘t] necessarily see skin care and makeup as two separate worlds,” explains Eisenman. “They mix, layer and experiment based on what their skin needs, the result they want and how they feel that day. Rather than telling them there is one correct routine, we created products that give them better tools to make that routine their own.”Of course, both E.l.f. and Bubble have collaborated with other brands in the past. But for Eisenman, what sets this partnership apart is that “neither brand had to become less of itself,” she says. “Bubble remained deeply rooted in skin-care efficacy, and E.l.f. brought the makeup innovation and performance it does so well..”
Photo: Courtesy of Bubble
The E.l.f. x Bubble collection launches on Aug. 7 at 1 a.m. ET on elfcosmetics.com, the E.l.f. app and helloubble.com, as well as in Target stores in the U.S. on Aug. 9.Editor’s note: This story was reported by Catie Pusateri.Occasionally, we use affiliate links on our site. This in no way affects our editorial decision-making.
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