Business Wire·Aug 26, 2026, 12:01 AM ET

e.l.f. Brands Will Surprise and Delight as the Only Beauty Brand at the Minnesota State Fair

e.l.f. Brands makes its state fair debut as the only official beauty brand sponsor at the Minnesota State Fair.
The activation, titled "eyes.lips.fairgrounds.", runs from August 27-30 at the fairgrounds in St. Paul, Minnesota.
e.l.f. connects with nearly 2 million attendees through a 10-foot-tall pickle jar display & QR code giveaways on the Skyride.
The brand promotes its three-pickle inspired Glow Reviver Melting Lip Balm collection, aligning with the fair's food culture.
e.l.f. Hair participates in its first large-scale consumer activation at the fair alongside cosmetics & skin products.
No beauty brand has appeared at the Minnesota State Fairgrounds in at least 20 years.
95% of fairgoers attend to socialize, & food is the number one attraction for attendees across the U.S.
Patrick O'Keefe, Chief Integrated Marketing Officer, emphasizes the brand's focus on building emotional connections through shared experiences.
A follow-up activation honoring "Big Tex" is scheduled for Dallas, Texas, in October.
e.l.f. Brands includes e.l.f. Cosmetics, e.l.f. SKIN, & e.l.f. Hair, all of which are vegan, cruelty-free, & made in Fair Trade Certified facilities.