e.l.f. Cosmetics, a brand under e.l.f. Beauty (NYSE: ELF), is soaring to new heights with GRAMMY® Award-winning artist Meghan Trainor in their latest campaign for Cloud Skin. This collaboration marks the third time e.l.f. and Trainor have joined forces, continuing their shared mission of making beauty accessible to all, while celebrating humor, creativity, and community spirit. The partnership is designed to engage, empower, and make beauty fun and inclusive for everyone.
In this innovative multimedia campaign, e.l.f. reimagines the iconic “in-flight safety video,” with Meghan Trainor as the first female captain of e.l.f. Air. The ad defies aviation norms, as it challenges the status quo in an industry where more than 90% of pilots are male. This visual representation aligns with e.l.f.’s broader ethos of empowering women and creating campaigns that reflect their values. The campaign is an energetic celebration of humor, creative storytelling, and the connection between e.l.f. and its passionate community.
Introducing the Halo Glow Powder Filter – A New Beauty Essential
The campaign not only features Meghan Trainor in her new role as Captain but also celebrates e.l.f.’s latest product launch, the Halo Glow Powder Filter. This light, buildable, ultra-fine pressed powder provides a soft-focus glow that blurs imperfections and reduces shine for a radiant, glowing complexion that lasts all day. The launch coincides with the 10th anniversary of Meghan Trainor’s debut album Title, a milestone celebration for the singer and her fans. To mark this anniversary, Trainor is re-releasing Title, featuring remastered versions of her hits along with two brand-new tracks and six live performances recorded from Spotify London. The album is available for pre-order now in a special 2-LP Vinyl edition on Trainor’s official store.
With a growing interest in soft matte makeup, e.l.f. tapped into this rising trend, leveraging social media conversations around the soft matte look, which has seen a 168% increase in global hashtag views year-over-year, according to data from Spate. The brand capitalizes on this cultural shift with the launch of their Cloud Skin bundle, featuring products that provide a flawless, soft-focus finish. This dynamic, playful campaign gives everyone the chance to achieve the dreamy Cloud Skin look, blending fun with functionality in a truly accessible way.
Meghan Trainor’s Role as Captain of e.l.f. Air
“I never imagined being a pilot would make it on my bingo card for 2025!” laughs Trainor. “e.l.f. and I have been beauty besties for years. We’ve literally weathered every glowstorm together. So, when it came time to celebrate Title’s anniversary, e.l.f. was the perfect partner to bring this campaign to life. I’m so excited to be in the captain’s chair once again to disrupt beauty norms and bring cruelty-free, vegan beauty to all of our communities.”
“Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Beauty, remarked, ‘From the very start, when we envisioned Meghan as the captain of e.l.f. Air, we knew this collaboration was special. It’s about more than taking flight – it’s about redefining the boundaries of creativity. Meghan embodies the spirit of Cloud Skin: bold, transformative, and effortlessly accessible. This campaign is not just a marketing initiative—it’s a cultural moment that encourages everyone to glow in their own way.”
Campaign Details and Product Availability
The Cloud Skin bundle features the Halo Glow Powder Filter, Halo Glow Liquid Filter, Glow Reviver Lip Glimmer, and a limited-edition e.l.f. Eye Mask, designed to help fans achieve the perfect glowing look. Priced at $36, the bundle will be available exclusively at elfcosmetics.com starting at 12 p.m. ET/9 a.m. PT on January 28, 2025. Alongside the product launch, the campaign will engage audiences across digital and social platforms, including Uber rideshare promotions. From January 28 to February 28, 2025, select Uber riders heading to airports in the U.S. and U.K. will experience the campaign video, with exclusive links to shop the Halo Glow collection.
e.l.f. Cosmetics continues to break new ground with their expanding entertainment portfolio, e.l.f. Made, which now encompasses music, movies, gaming, and sports. Through this campaign and beyond, e.l.f. is redefining what it means to create beauty for everyone.
