e.l.f. Cosmetics Launches "Makeup Over Makeup" Campaign by Madwell

May. 17, 2023

e.l.f.'s newest campaign, created and produced by independent full-service creative collective Madwell, is launching today starring social media icons Chris Olsen and Ian Paget. For  e.l.f. Cosmetics’ first-ever "Makeup Over Makeup" episode, Madwell, the creative ecosystem known for its disruptive work, set out to find culturally relevant pairs of people who have publicly butted heads in the past: Can they make up over makeup? 

Applying makeup to someone else is disarming in nature. It’s vulnerable. You enter someone else’s space, look them in the eye, exist with them face to face. So Madwell thought, what if we can get two people to make up while applying each other’s makeup? Could barriers be broken? Could common ground be found?

As a brand that cultivates conversation while being inclusive and welcoming towards every eye, lip and face, e.l.f. knew TikTok famous exes, Chris and Ian, would be the perfect pair to kick off this series in a funny, heartfelt way. And they surely did not disappoint. Starfish by Madwell, Madwell’s content creation branch, filmed and produced the episode.

The "Makeup Over Makeup" campaign features episodic content that will feature two new talents with a unique relational aspect to unpack and discuss, eliciting meaningful dialogue while doing one another’s gender-neutral makeup with skin-enhancing vegan and cruelty-free e.l.f. products. 

Launching on Wednesday, May 17th, at 9amPST/12pmEST, tune in to e.l.f.'s Youtube to watch the content’s first episode kickoff.