The (G)low Down:
e.l.f. is the eyes.lips.first beauty brand to activate across all three weekends of Coachella and Stagecoach, showing up for the full festival experience, on and off the grounds.
‘e.l.f.scape to Balm Desert’ comes to life through creator and community kickoffs at the e.l.f.fice, Ulta Beauty pit stops, STIC rides, Pinterest-powered inspiration, after-hours moments with NYLON House and Neon Carnival, plus Roblox and Twitch extensions that bring the desert energy even further.
At the center of the festival activation is the latest Glow Reviver Melting Lip Balm shimmer launch in three drink-inspired flavors: Blue Razz Slushy, Pink Lemonade and Island Colada.
Festival season does not begin at the gates, and it does not end when the last set wraps. It lives in the head-to-toe looks, the pre-planning group chats, the pit stops and the after-hours that keep e.l.f.ing going long after the music stops. It is one of the cultural moments where beauty, fashion, music and identity all show up at once and shape what people wear, share, and talk about next.
In celebration of this culmination of culture, we’re doing what we do best and showing up to surprise and delight our community with that e.l.f.ing magic.
This year, e.l.f. is celebrating festival season as the eyes.lips.first beauty brand to activate across all three weekends of Coachella and Stagecoach, building a connected experience designed to meet our community where they are. Not just in the desert, but on the way there, around it and far beyond it. Through ‘e.l.f.scape to Balm Desert’, we are building a world that channels the immersive, expressive and exhilarating energy of festival season.
At the center of the takeover is the latest Glow Reviver Melting Lip Balm shimmer launch in three drink-inspired flavors: Blue Razz Slushy, Pink Lemonade and Island Colada. More than a standalone launch, the collection is woven throughout e.l.f.scape to Balm Desert across creator and community moments, beauty touchups, gifting and content, making it part of how our community experiences festival season from start to finish.
At e.l.f., we don’t follow culture—we build with it alongside our community,” said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty. “Festival season isn’t a moment, it’s a movement that spans inspiration, expression and connection. By teaming up with platforms like Roblox and Pinterest, and bringing the journey to life through partners like Stic, we’re creating a fully connected experience that starts before the first look is saved and continues long after the final set. This is about unlocking a new kind of participation—where our community doesn’t just show up, they shape the experience from every angle.
Before our community hits the dust, we’re bringing them into our world first. At the e.l.f.fice in Los Angeles, 100+ e.l.f.luencers and community members will step into a pre-festival GRWM activation featuring tooth gems, nail touch ups. a personalized hat bar, a lippie customization bar and will leave with a bounty of e.l.f. product to get desert ready.
From there, the journey becomes part of the takeover. In partnership with kindred spirits at Ulta Beauty, e.l.f. is turning the last-minute beauty stop into part of the ritual, giving festivalgoers a place to grab their e.l.f.ssentials before heading deeper into the weekend.
Then get in besties, we’re going to the e.l.f.ing desert. With Stic, we are extending our presence into the streets of Los Angeles and the desert through disruptive OOH, turning e.l.f.-branded cars and creator amplification into an e.l.f.ing glamorous experience from start to finish. This approach allows us to reach every eye, lip and face across the full journey, from departure to arrival and throughout the weekend, creating a true desert takeover that begins the moment the drive does and carries the e.l.f. message all the way through.
With the help of fellow bold disruptors at Pinterest, we are bringing the trend and discovery side of festival season to life. Festival season starts with saved looks, glam references and moodboard energy long before anyone hits the desert, and e.l.f. is turning that inspiration into something our community can actually step into. For a season driven by visual expression, we are taking beauty inspiration off the screen and straight into real life.
Don’t e.l.f.ing worry, the experience keeps going after dark. Through NYLON House and Neon Carnival, in partnership with Bustle Digital Group, e.l.f. is taking on the after-hours that help define the season. These are the moments that live beyond the main event and give our community memories to relive long after they leave.
At e.l.f., we democratize access to more than just the best of beauty and that means building experiences for our community both on the ground and beyond it. e.l.f. is bringing the festival energy to Twitch through livestreaming and real-time content and into our Roblox experiences with music-themed makeup challenges in Glow UP! and immersive themed decorations in e.l.f. UP!, turning our digital spaces into extensions of the e.l.f.scape to Balm Desert. Together, Roblox and Twitch help open the experience up even wider, making sure more of our community can get in on the fun wherever they are.
From the e.l.f.fice to the desert and far beyond it, every part of this experience is designed to give our community more ways to get in on the fun, express their e.l.f. and create memories that will last across the universe and beyond. After all, that is what this season is all about: showing up boldly, living loudly and bringing the e.l.f.ing energy wherever the weekend takes us.
Are you eyes.lips.festival ready?