Jen Atkin and e.l.f Cosmetics collaborate on "empowering" new range

Celebrity hair-stylist and beauty entrepreneur Jen Atkin has joined forces with e.l.f. Cosmetics to create a new affordable collection of everyday essentials, designed to inspire and support female empowerment and inclusivity.

The new e.l.f. xx Jen Atkin collection includes a Lipstick & Liner Duo, Hair & Brow Pomade, Face Palette, Zero Effort Liner, Hydrating Coconut Mist and Brow and Liner Kit.

Atkin and e.l.f Cosmetics have pledged to back the collection with a give-back program in support of UK non-profit mentorship organisation The Girls’ Network and Girls Inc in the US.

Consumers are being invited to participate in the giveback by snapping a “power pose” of themselves and posting it on social media with the hashtag #elfmade.

For every post with #elfmade on Instagram between now and 30 April 2021, e.l.f. and Jen Atkin will donate £1 to The Girls Network (up to £5,000) and $1 to Girls Inc (up to $25,000).

Commenting on the collaboration, Atkin said: “One of the reasons I wanted to collaborate with e.l.f. is they understand the importance, now more than ever, of giving back to the community.”

“Feeling powerful in your skin gives you the power to do more. When you feel good, you have that ‘xxtra’ boost to succeed.

“I am obsessed with creating quality beauty products that are accessible to everyone. And no one has mastered that better than e.l.f. Cosmetics.

“Teaming up with these organisations that support ‘girl power’ also means that we can help budding young entrepreneurs with their ideas and dreams,” she added.

The e.l.f. xx Jen Atkin collection will be available exclusively on elfcosmetics.com, boots.com and in Boots stores in the UK from 14 April and ulta.com and Ulta Beauty stores in the US from 18 April.