e.l.f. Brands makes its state fair debut as the only official beauty brand sponsor at the Minnesota State Fair (Aug. 27–30, 2026). Activating across all three brands — e.l.f. Cosmetics, e.l.f. SKIN, and e.l.f. Hair — with the latter appearing in a consumer activation of this scale for the first time.
The pickle-themed "eyes.lips.fairgrounds." activation centers on e.l.f.'s newly launched Glow Reviver Melting Lip Balm collection. The Real Dill, e.l.f. von Dill, Spicy Lil' Dill, featuring a 10-foot-tall pickle jar on Wright Ave and a transformed Skyride with branded gondolas and QR-coded digital giveaways of Fine as Fleck Glitter Eyeshadow.
The activation taps a high-value, underserved channel. Zero beauty brands have appeared on the Minnesota State Fairgrounds in at least 20 years, the fair draws nearly 2 million attendees who consume ~2.1 million pickle chips annually, and 74% of Gen Z say in-person experiences matter more than digital ones.
e.l.f. Brands, comprised of e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, part of e.l.f. Beauty (NYSE: ELF), will make its state fair debut with an activation at the Minnesota State Fair. As the only official beauty brand sponsor, e.l.f. is meeting its community where they are connecting with the nearly 2 million attendees through the traditions every eye, lip and face loves: food, fun and product gifting.
State fairs are community-centric extravaganzas that celebrate shared experiences. A big draw for the Minnesota State Fair, just named the nation’s best*, is the food. e.l.f. knows a thing or two – or actually three, in this case – about food, recently launching its three-pickle inspired Glow Reviver Melting Lip Balm collection: The Real Dill, e.l.f. von Dill and Spicy Lil’ Dill.
Knowing attendees at the Minnesota State Fair consume nearly 2.1 million pickle chips each year**, e.l.f. is showing up with a surprise-and-dill-light experience. Featuring a 10-foot-tall pickle jar, e.l.f.’s activation will be hard to miss on Wright Ave within the fairgrounds.
And when the state fair flair takes flight, e.l.f. is there, transforming the iconic Skyride to feature flavors and textures of e.l.f. Cosmetics Glow Reviver Melting Lip Balms. Branded gondolas and QR codes for digital-extension giveaways of e.l.f. Cosmetics Fine as Fleck Glitter Eyeshadow will live during the entirety of the fair (while supplies last).
eyes.lips.fairgrounds. presents e.l.f. a unique opportunity to connect with the community:
95% of fairgoers say they attend to socialize and connect***
Across the U.S., state fairgoers often cite food as the No. 1 attraction
Zero beauty brands have shown up on the Minnesota State Fairgrounds in St. Paul, Minn., in at least 20 years
As more consumers desire offline moments, IRL events have grown in resonance and importance. 74% of Gen Z say in-person experiences are more important than digital ones and 84% say they have developed close friendships from attending in-person events****. e.l.f.'s activations at the state fair bring its e.l.f.ies together at one of the most iconic community events in the U.S.
“Shared experiences are what builds our emotional connection with our community, that is why we are so invested in meeting them where they are. We are growing our e.l.f. nation – leaning into subcultures in a way only e.l.f. can. What better way to serve our community than by making this moment the `Real Dill’?” said Patrick O'Keefe, Chief Integrated Marketing Officer of e.l.f. Brands. "State fairs bring together every generation, every background and every story. That's the kind of community e.l.f. exists for.”
e.l.f.’s eyes.lips.fairgrounds. activation will be live Aug. 27-30 at the Minnesota State Fair, with product giftings across all e.l.f. Brands, including e.l.f. Hair for the first time in a consumer activation of this scale (while supplies last). The state fair foodie fun continues in Texas in October when e.l.f. Brands will activate on the ground in Dallas to honor “Big Tex.”
*USA Today Best State Fairs (2026)
**Minnesota State Fair (2026)
***International Association of Fairs and Expositions (2025)
****Eventbrite Social Study (2026)