E.l.f. Beauty is turning compassion into a movement with its new campaign that dares everyone to show what they really care about.
“Give an e.l.f.” launches today with the help of tennis legend Billie Jean King, astronaut and civil rights activist Amanda Nguyen, and auto racing driver Katherine Legge, among others.
Created with the CASE Agency, the spot features the various participants staring down the camera and asking, “What do you give an e.l.f. about?”
“I share my commitment to giving an e.l.f. about putting girls in the driver’s seat. Together, we can break barriers and invite others to stand up for what they believe in,” Legge said in a statement.
At the same time, the cosmetics brand released its 2025 Impact Report, an annual self-assessment of e.l.f.’s ongoing commitment to issues including LGBTQ+ advocacy, women’s rights, fair trade, and sustainability.
Tarang Amin, e.l.f. Beauty’s chairman and CEO, explained that the company was resolved to be “bold disruptors with kind hearts.”
“It guides how we operate each day and why we make every one of our choices as a purpose-led, results-driven company,” he said in a statement.
To that end, e.l.f. says it donated more than $2.5 million to causes last year, and that over 140 business leaders, nonprofits, and peer companies have signed up to its Change the Board Game coalition, with the aim of establishing greater boardroom diversity and accessibility.
The brand launched its “Change the Board Game” initiative last year to double the number of women and diverse members on corporate boards by 2027.
The latest campaign will appear on more than 40 digital screens in Moynihan Train Hall in New York’s Penn Station, with a double-page spread in this Sunday’s edition of The New York Times. There will also be further amplification across e.l.f.’s social channels.
As part of the launch, e.l.f. will also host a live activation today at 410 Lafayette Street, New York, inviting members of the public to make a donation to their preferred organization via an ATM-style kiosk.
