Pop-Loving Beauty Brand E.l.f. Cosmetics Launches Production Arm
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variety.comMatt Donnelly Senior Film Writer Investing in premium original content is looking less and less like a passing fad in the fashion and beauty business.
Brands in that space have increasingly been founding in-house production divisions to create and collaborate on content that moves past traditional advertising — and further into worlds like art house film and urgent digital culture.
You can now count e.l.f., the cheeky cosmetics label that feeds on the zeitgeist and looks to serve broad demographics, among them.
The brand has launched e.l.f. Made, an internal production arm that will create long and shortform content based on both its products and what its users are obsessing over in media. “The spirit of what we do at e.l.f.
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