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e.l.f. Cosmetics Conjures Up “The e.l.f.ing Magical Sisters” a Spooky Season Campaign Highlighting Soft Glam Cream Blush & Bronzer Sticks

  • e.l.f. Cosmetics launched "The e.l.f.ing Magical Sisters" campaign to promote Soft Glam Cream Blush & Bronzer Sticks during spooky season.
  • The entertainment-led ad features Netflix's Priah Ferguson, Keyla Monterroso Mejia, & Bebe Wood as modern-day witches.
  • The script was written by Anna Drezen & directed by Hannah Levy, with the concept developed in-house by e.l.f. Made.
  • Chief Marketing Officer Oshiya Savur stated the campaign leverages community feedback that the products are so creamy & blendable they seem magical.
  • The award-winning sticks contain 2% shea butter & 1% sunflower seed oil, with 50% of purchasers being new to the brand.
  • The campaign is live on YouTube, TikTok, & Instagram, with products available for $7/£7 at retailers including Ulta, Target, Walmart, Boots, Superdrug, & Amazon.
  • Sales data from May to September 2026 indicates the Soft Glam family is a top-selling product line for e.l.f. Brands.