express your e.l.f.
You already know e.l.f. is eyes. lips. face.—but it’s so much more. That’s why we took to the streets of the UK for our newest campaign to ask real fans of the brand what e.l.f. means to them. From beautifully bare to full glam, these fresh faces prove there’s endless ways to express your e.l.f.
show us what the e.l.f. you’re about!
Grab your favorite holy grails and share what e.l.f. means to you on social
(don’t forget to tag us in your e.l.f.ies!)
meet the cast
Spotted on set as part of the crew, this was the fastest e.l.f.ing casting ever! Rebecca’s unique style drew everyone's gaze.
“Experimenting with my style has always been part of my creativity, so to feature in the e.l.f. campaign, which celebrates individuality, felt so aligned to me."
The actor, model, mum and healer has dreamed of being in a beauty campaign since she was young.
“It is literally a dream come true to be on billboards, seen by many doing what I love. Inclusivity has been so visible on set and on camera and I'm proud to be a part of that."
Scouted on Brick Lane after a night out clubbing with pals Lewis serves eyes, lips, and fish in our new campaign.
“Honestly, I've been shook in the best way about being a part of the e.l.f. campaign. My friends and family are buzzing to see me making waves."
Found via a Twitter call out for "scouse talent for a beauty ad," this Liverpool lass was made for rocking Lash 'N Roll(ers)!
“It was an absolute dream, amazing campaign for us — such a boss experience!"
This Zimbabwean-born rapper, poet, DJ (and e.l.f.-proclaimed Mancunian Mermaid) is passionate about using words as a force of positive change.
“Being part of the campaign means so much to me, because as a rapper that champions being my authentic self, I was able to express my personality through the makeup."
This non-binary punk poet, multi-slam champion and music journalist is repped by the pioneering VauHaus model agency.
“I wasn't presenting as anything other than my authentic self, which is really refreshing for an ad campaign. I'm really flattered and grateful that e.l.f. saw something in me."