{"id":164535,"date":"2021-04-06T16:27:26","date_gmt":"2021-04-06T16:27:26","guid":{"rendered":"https:\/\/theindustry.beauty\/jen-atkin-and-e-l-f-cosmetics-collaborate-on-empowering-new-range\/"},"modified":"2022-01-13T09:42:12","modified_gmt":"2022-01-13T09:42:12","slug":"jen-atkin-and-e-l-f-cosmetics-collaborate-on-empowering-new-range","status":"publish","type":"post","link":"https:\/\/theindustry.beauty\/jen-atkin-and-e-l-f-cosmetics-collaborate-on-empowering-new-range\/","title":{"rendered":"Jen Atkin and e.l.f Cosmetics collaborate on \"empowering\" new range"},"content":{"rendered":"<p>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.<\/p>\n<p><!--more--><\/p>\n<p><strong>The new e.l.f. xx Jen Atkin collection includes a Lipstick &amp; Liner Duo, Hair &amp; Brow Pomade, Face Palette, Zero Effort Liner, Hydrating Coconut Mist and Brow and Liner Kit.<\/strong><\/p>\n<p>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\u2019 Network and Girls Inc in the US.<\/p>\n<p>Consumers are being invited to participate in the giveback by snapping a \u201cpower pose\u201d of themselves and posting it on social media with the hashtag #elfmade.<\/p>\n<p><strong>For every post with #elfmade on Instagram between now and 30 April 2021, e.l.f. and Jen Atkin will donate \u00a31 to The Girls Network<\/strong> (up to \u00a35,000) and $1\u00a0to Girls Inc (up to\u00a0$25,000).<\/p>\n<p>Commenting on the collaboration, Atkin said: \u201cOne 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.\u201d<\/p>\n<p>\u201cFeeling powerful in your skin gives you the power to do more. When you feel good, you have that \u2018xxtra\u2019 boost to succeed.<\/p>\n<p>\u201cI am obsessed with creating quality beauty products that are accessible to everyone. And no one has mastered that better than e.l.f. Cosmetics.<\/p>\n<p>\u201cTeaming up with these organisations that support \u2018girl power\u2019 also means that we can help budding young entrepreneurs with their ideas and dreams,\u201d she added.<\/p>\n<p>The e.l.f. xx Jen Atkin collection will be available exclusively on elfcosmetics.com, boots.com and in Boots stores in the\u00a0UK from 14 April and ulta.com and Ulta Beauty stores in the\u00a0US from 18 April.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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.<\/p>\n","protected":false},"author":82,"featured_media":143159,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[6],"tags":[17119,17806],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Jen Atkin and e.l.f Cosmetics collaborate on &quot;empowering&quot; new range - TheIndustry.beauty<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/theindustry.beauty\/jen-atkin-and-e-l-f-cosmetics-collaborate-on-empowering-new-range\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jen Atkin and e.l.f Cosmetics collaborate on &quot;empowering&quot; new range - 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