Channel 4's new digital brand names E.l.f. Cosmetics as Official Beauty Partner

Channel 4.0, Channel 4’s new digital-first brand for YouTube, has signed its first branded deal with E.l.f. Cosmetics.

Channel 4.0 produces and partners with creators from across the UK to "entertain young people with relevant content on their favourite social media platforms". Since its launch in October 2022, the sub-brand has commissioned 16 series. Its shows feature talent including Chunkz, Nella Rose, Mist, Harry Pinero, Alhan Gençay, Dreya Mac, and Spuddz.

The new commercial partnership is the first for Channel 4.0 and sees E.l.f. Cosmetics become its ‘Official Beauty Partner’. As part of this, Channel 4.0 has released a YouTube video announcing the news with E.l.f. Cosmetics branding throughout.

Viewers will also be able to watch E.l.f.’s recent advertisement, which first premiered during the NFL Big Game last month, followed by a new branded series for YouTube that will follow later this year.

Christine Cassidy, Vice President & General Manager at E.l.f. Beauty International, said: “E.l.f. is all about disrupting norms, shaping culture and connecting communities. Teaming up with Channel 4.0 not only connects these dots but takes us further into entertainment. We are excited to reach new audiences and show that beauty is for every eye, lip and face.”

Sacha Khari, Head of Digital Commissioning at Channel 4, added: “We’re delighted to see how beautifully Channel 4.0 has landed in only a few short months, earning and establishing a loyal fanbase who are loving the content and its amazing creators.

"This new partnership with E.l.f. is perfectly aligned with 4.0. Most excitingly, we have a phenomenal show in development together that I just can’t wait to share with our audience…watch this space."