e.l.f. Cosmetics unveils "biggest and most inclusive UK-led campaign yet"

e.l.f. Cosmetics has launched a new UK-led campaign to encourage its community to "boldly express themselves in their own extraordinary way".

Built around a spoken word poem, the "express your e.l.f." movement was created using answers from the brand's UK community when asked "what e.l.f. means".

The campaign is supported by a video, which will air on ITV2 during the return of Big Brother next month.

It also features an OOH campaign, promoting the story of "express your e.l.f." across different formats and communities.

"This is the brand’s biggest and most inclusive UK-led brand campaign yet," e.l.f. Cosmetics revealed.

"The movement celebrates the beauty of every eye, lip and face in an impactful, fun and cheeky way to bring meaning and clarity to the acronym e.l.f. and position it at the heart of a new movement in beauty culture to express your e.l.f."

Additionally, e.l.f. Cosmetics is celebrating the campaign launch with its biggest pop-up to date later this month.

Located at 146 Brick Lane in London, the pop-up will run from 16-17 September and offer the "ultimate e.l.f. experience".

The immersive space will allow guests to try-out makeup looks with the brand's artistry team, as well as access various photo opportunities.

It will also offer exclusive merchandise and a collection of products across e.l.f. Cosmetics' vegan and cruelty-free range.