e.l.f. partners with Hot Girl Walk® to Show the Gripping Power of Power Grip Dewy Setting Spray in New Satirical Parody

July 25, 2024 (NEW YORK)–

e.l.f. has tapped 3x Gold Medalist and Gymnast Gabby Douglas in her first sportscaster role to report on the growing trend around hot girl walks sweeping the nation. Gabby Douglas along with her broadcasting sidekick and actor Patrick Warburton provide viewers with outlandish play-by-play commentary, of the plausible threats and obstacles that walkers face, on E.L.F.SN, short for eyes.lips.face. Sports Network.

As the first official beauty partner of Hot Girl Walk®, e.l.f. leans into a cultural moment, as the world tunes into summer games, to bring attention to a sport that deserves a spotlight — walking. The Hot Girl Walk® Championship highlights the individuality of three different walkers and their varying levels of preparation to handle unforeseen obstacles on the track & field. Ultimately, the winner that emerges was seen earlier locking makeup with e.l.f. 's Power Grip Dewy Setting Spray, securing a flawless look until the finish line and even dodging a rogue leaf blower on the faux field.

“The genesis of the Hot Girl Walk® Championship is two-fold: first, there was an insight that our community and even our e.l.f. employees are gripped by group walks and second, our community is raving about the incredible makeup-gripping and staying power of Power Grip Dewy Setting Spray,” said Laurie Lam, Chief Brand Officer of e.l.f. Beauty.

The parody, conceived and produced with e.l.f. creative partner Movers+Shakers, further boosts e.l.f.’s position as an entertainment brand. The bench of talent includes actors Elizabeth Yu, Nina Wisner, and Kevin Grullon and reality-show competitor, Christian Birkenberger.

"e.l.f. is an entertainment powerhouse! It is fearless campaigns like this that give the e.l.f. community everything they’re asking for: humor, that insider wink, and a celebration of both the products and the pastimes the community loves,” said Geoffrey Goldberg, CCO and Co-Founder, Movers+Shakers.

About e.l.f. Cosmetics

e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean, vegan, double Cruelty Free certified with Leaping Bunny and PETA, and Fair Trade certified. Learn more at www.elfcosmetics.com.

About e.l.f. SKIN

e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. SKIN champions clean and kind skin care by making innovative, efficacious formulas at accessible prices with universal appeal. e.l.f. SKIN is e.l.f. clean, vegan, double Cruelty Free Certified with both, Leaping Bunny and PETA, and manufactured in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com/elf-skin.

About Movers+Shakers

Meet creative powerhouse Movers+Shakers, an agency that creates culturally-relevant brands in a socially-native world. With 250+ billion views across its campaigns, the agency pushes clients into tomorrow -- whether that’s reinventing playbooks for mainstream platforms or pioneering success on emerging platforms. Clients include e.l.f. Cosmetics, Tinder, Hasbro and Netflix. Movers+Shakers has racked up numerous honors including Fast Company’s “Most Innovative Company," three-time Ad Age “Small Agency of the Year,” and twice Digiday “Media Agency of the Year.” Learn more by visiting www.MoversShakers.co.