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Jen Atkin Unveils Her Collaboration With e.l.f. Cosmetics

by Lucy Thorpe

Apr 29, 2021

Cruelty-free beauty brand e.l.f. Cosmetics have paired with beauty industry expert Jen Atkin. Best known as a celebrity hair stylist (she’s counted the Kardashian’s amongst her previous clients), brand founder of OUAI haircare and social media starlet, Jen is now branching out into beauty with her collaboration with e.l.f.

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The theme of the collection is “Pass on the Power”, with Jen saying: “It’s important for me to pay it forward and help young budding entrepreneurs with their ideas and dreams.” As part of this commitment, e.l.f. also sharing inspiring stories of women who debuted the collection on the collection’s launch page.

The affordable range consists of beauty, cosmetics and a multipurpose pomade for hair and brows. Here’s a peek at what’s in the range:

XXTRA LIP DUO - $8

Lipstick and liner meet in three different colors, all with a rich, matte finish.

ZERO EFFORT LINER - $5

Cream-to-powder eyeliner pencils that are smooth and smudgy.

LET'S E.L.F.ING DO THIS PALETTE - $14

All-in-one face and eye palette that’s perfect to recreate Jen’s look.

HAIR & BROW POMADE - $6

A multipurpose clear pomade for your hair and your brows.

MIST ME? - $8

Moisturizing, coconut-scented face mist to refresh makeup.

XXTRA LIP KIT - $20

A complete set of lipstick and liner duos from the range.

EYES UP HERE KIT - $12

3-piece brow and eyeliner kit.

As well as being cruelty-free and vegan, the collaboration is also committed to social change. For every selfie posted using the hashtag #elfmade, e.l.f will be donating $1 to Girls Inc – a charity dedicated to inspiring and mentoring young women in their life, career and leadership.

The e.l.f. xx Jen Atkin collection is limited-edition, so if you spot something you love, grab it while you can on ulta.com and in Ulta stores.

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