E.l.f. Cosmetics Partners With Zepeto to Feature Power Grip Line

E.l.f. Cosmetics has partnered with the South Korea based platform Zepeto to feature virtual makeup and accessories from its Power Grip line, Mobile Marketer reported. The partnership allows Zepeto players to customize their digital avatars with items inspired by the product line. [1]

According to Mobile Marketer, Zepeto operates as a hybrid between a social media platform and a metaverse environment. The platform maintains between 15 million and 20 million monthly active users who update their avatars more than 14 times per week on average. [1]

The campaign follows previous digital activations by E.l.f. Cosmetics on Roblox and Twitch, Mobile Marketer reported. American brand e.l.f. Beauty, Inc. was founded in 2004 by Joseph Shamah and Scott Vincent Borba, and it is headquartered in Oakland, California. [1][2]

The brand sells cosmetics and skin care items across 18 countries in retail locations including Target and Sephora. More than half of its total sales are generated directly through its website, which operates a social network element with over two million members. [2]