It’s time to GAME UP with e.l.f. Cosmetics!
Welcome to the world where beauty meets the virtual gaming realm. Activate next-level makeup looks with the new limited edition 8-piece makeup and skincare collection by e.l.f. Cosmetics, which promise to blow your mind.
With new exciting endeavours and collaborations, this favourite affordable makeup brand continues to evolve and broaden its product range. This time, the beauty brand delves deeper into the gaming world and metaverse with “Game Up” and intermingles beauty and virtual gaming realms. With magnetic, electrifying shades, hypnotic scents and supercharged formulations, it’s giving serious competition to high-end brands with exceptional quality at low, affordable prices without breaking the bank.
Patrick O’Keefe, Vice President of Integrated Marketing Communications at e.l.f. Beauty.
“e.l.f. was an early adopter in beauty on Twitch. We want to uplift and empower all creators in the gaming world through inclusivity, positivity, and accessibility. We are excited to continue to break boundaries at the intersections of entertainment, gaming and beauty.”
“Game Up” collection made a grand debut on Twitch with world-renowned Australian gamer, Loserfruit. The brand worked with the seven winners from its #elfGameUp TikTok Challenge last year, who helped curate this collection range. The product and branding teams of e.l.f. Cosmetics worked closely with the gamers to determine the names, colours of the products and their packaging.
All products by E.l.f. Cosmetics, both makeup and skincare, are environment friendly. It’s vegan, cruelty-free, and free from all toxins including phthalates, sulfates, parabens, nonylphenol, ethoxylates, triclosan, triclocarban, and hydroquinone.
This wholesome collection caters to all skin types and complexions. It has something for everyone- from face masks, bold and pigmented eyeliner hues, setting spray, dual-use masks, eye cream, eyeshadow palettes, lip gloss masks, nail kit, and a beauty essentials makeup kit with a beauty sponge, makeup brushes and body gems and jewels to enhance your makeup looks.
Game Up Eye Win Eyeliner Pot ($6)
Did you ask for a super-pigmented, smudge-resistant eyeliner that defines your lash line for bold graphic looks? Well, e.l.f Cosmetics accepted your challenge as it has launched the “Game Up Eye Win Eyeliner Pot” that creates attention-grabbing, bold and graphic eye looks with its electrifying, vibrant hues and creamy, velvety super-pigmented formulations. It is colourful and a dreamy product for every beauty aficionado.
It is easy to apply, smudge-free and crease-resistant for long-lasting wear for your long gameplay and tournaments. Now take your graphic eye look makeup skills to the next level with bright, neon eyeliner from the limited-edition Game Up collection.
Available Colours: Reboot- Black, FTW- Green, Purple- Good Game, Blue- Lag
Game Up Rez-Me Awakening Face Mask ($10)
This creamy, hydrating face mask is infused with hyaluronic acid to rejuvenate and nourish your dry skin while playing your favourite video game, tournaments or literally at any time of the day! Inspired by your favourite video games, its creamy formula replenishes your dehydrated skin, prompting a plumped up, bouncy complexion, thus providing a soothing sensation, and pampering your delicate skin.
Just apply a thin layer to cleansed skin and leave it on for 10-15 minutes before rinsing it off with cold water. It has an energizing scent and can be used as a rinse-off product or overnight mask. So hit the reset button on your tired skin after a long day of gameplay with this hydrating and creamy “Game Up Rez-Me Awakening Face Mask” face mask.
Still Life of Game Up Rez-Me Awakening Face Mask; Courtesy of the E.l.f. Cosmetics
Game Up Rez-Me Awakening Eye Cream ($10)
This is a hydrating eye cream that helps minimize the appearance of dark circles and enhances the beauty of your eyes – the portal to your soul. Its rich formula is ideal for late-night players or anyone who wants to awaken their under-eye area and play long game tournaments without a fear.
It is infused with hyaluronic acid that hydrates your skin and peptides to improve skin texture. This eye cream helps to minimize the appearance of dark circles for a bright, refreshed under-eye area with its rich, non-greasy, and fast-absorbing, the orange-coloured formula that easily blends into your skin, making it ideal to wear under makeup.
Game Up Bonus Points Lip Gloss Mask ($6)
Do your dry lips need a reboot? Then we have a game-changing product for you. The new “Game Up Bonus Points Lip Gloss Mask” is a limited-edition hydrating and tinted leave-on lip mask infused with hyaluronic acid that reveals a softer, smoother, and more hydrated lips while delivering a hint of glossy colour. Its leave-on gel formula works to hydrate lips for a longer time for your plumpy, velvety pout.
Apply a generous, even layer to clean, dry lips to quench dryness and reveal a softer, smoother pucker. Bonus points for the luscious flavour and scent!
Colours: Hidden Treasure, Next Level, Blue Rush and Royal Peach
Game Up Ready To Play Eyeshadow Palette ($10)
We have found our new favourite picture-perfect palette to serve you the best eye makeup looks. The new, limited-edition “Game Up Ready To Play” 10-color matte and shimmer eyeshadow palette inspired by the vibrant glow of your screen is the answer to all your questions.
This is a mix of matte and metallic, ultra-pigmented, easy-to-blend hues to create endless contemporary, chic looks. Its smooth, creamy formula helps in easy application to make you feel that you just stepped into your favourite video game world.
Game Up Shield Me Setting Mist ($10)
Perfect your skin behind the screen with our Shield Me Blue Light-Absorbing, “Game Up Shield Me Setting Mist.” This is your screen-time shield, defending your complexion by absorbing blue light during gameplay or any time you’re using your devices. It doubles as a makeup setting spray that locks your makeup and soothes your skin for a long time.
Infused with aloe to soothe your skin and elderflower extract, which refines and smoothes for a healthy-looking complexion – this face mist suits all skin types. It sets your makeup effortlessly and refreshes your skin throughout the day with its lightweight formula, enriched with aloe and elderflower extract for healthy-looking, glowing and radiating skin, Now dewy, but it gives your skin a completely matte finish with a mild scent.
Game Up Gotta Nail Them All Kit ($15)
This is a collection of vibrant 8-piece nail polish kit for gamers, which is great for mixing and matching colours to create new nail art designs that complement your face gaming makeup. This limited-edition nail kit adds great value to your makeup bag. Whether you’re up all night gaming or AFK, it’s easy to nail your look with the e.l.f. Cosmetics “Game Up Gotta Nail Them All” Nail Polish Kit.
Courtesy of the E.l.f. Cosmetics
Game Up Extra Life Makeup Tool Kit ($15)
This is a limited-edition set of makeup accessories & tools, including face gems and jewels for applying and upgrading your makeup look. These eye brushes create endless game face designs, and you can add some face gems easily to your face, body, and nails. Additionally, there’s a plush, heart-shaped face makeup sponge, three pro-eye makeup brushes to step up your game and put your game face on!
The makeup kit includes:
- Angled Eyeliner Brush – Creates an even, accurate line
- Blending Eye Brush – Adds depth in the creases and blends eyeshadow
- Smudge Brush – Smooths, blends, and smudges color along the lash line
- Face Sponge – Use wet or dry to apply and blend your favorite products for a soft finish
- Face Gems – Add extra life to your face, body, and nail
We can’t wait to try on these new makeup products and flaunt the makeup artist hidden inside us. Calling all you gamers and beauty enthusiasts, are you ready to play with bright, creative colours from this new “Game Up” collection by e.l.f. Cosmetics, and explore your artistry?
The fun just doesn’t end here. Each “Game Up” product comes with a secret code that’s redeemable for bonus points, gift cards and more. Play the game by joining e.l.f.’s Beauty Squad loyalty program where members can flex their skills and get a chance to win a surprise product.
“Game Up” will come to life IRL at a Los Angeles-based arcade bar. Top gamers in the area will get together for a night of retro arcade games on July 13. Watch in real-time as the event will be live-streamed across e.l.f. Cosmetics’ official Twitch account!
Products from the “Game Up” collection all range from $6 USD to $15 USD and will be available on July 8 for purchase on e.l.f. Cosmetics’ website. “Game Up’ is available now exclusively on elfcosmetics.com and Target stores- both online and offline.