Channel 4.0 Signs First Branded Deal with Gen Z Favourite e.l.f. Cosmetics

Channel 4.0, Channel 4’s new digital-first brand for YouTube, has signed its first branded deal with e.l.f. Cosmetics, the US’ Number 1 favourite teen cosmetics brand which literally stands for eyes.lips.face., and is clean, vegan, cruelty free and Fair Trade Certified.

This commercial partnership deal is the first for Channel 4.0 and will see e.l.f. Cosmetics become the ‘Official Beauty Partner’ of Channel 4.0. Viewers will be able to watch e.l.f.’s recent viral advertisement which premiered during the NFL Big Game just last month, followed by a new branded series for YouTube that will follow later this year. Wavemaker Select fostered this deal on behalf of e.l.f. Cosmetics.

Since its launch in October 2022, Channel 4.0 has commissioned 16 series, with a new slate announcement to come. Its shows feature talent including Chunkz, Nella Rose, Mist, Harry Pinero, Alhan Gençay, Dreya Mac, Spuddz and America Foster.

David Amodio, deputy head of commercial innovation and 4Studio at Channel 4 said: “4.0 is a channel launch rooted in British youth culture and has got off to an incredible start. We’re hugely passionate about working with like-minded brands to create authentic content that lands with young audiences and therefore over the moon to be working with e.l.f. We're confident this is the start of a really exciting relationship.

Christine Cassidy, vice president and general manager, international, e.l.f. Beauty adds: “e.l.f. is all about disrupting norms, shaping culture and connecting communities, and teaming up with Channel 4.0 not only connects these dots but takes us further into entertainment. We are excited to reach new audiences and show that beauty is for every eye, lip and face.”

Louise Temperley, general manager, Wavemaker Select shares: “We are so excited to be working alongside e.l.f. Cosmetics and Channel 4 as the exclusive launch partner of Channel 4.0. This scale of partnership is a first for e.l.f. in its epic growth journey in the UK. We’re delighted to broker a deal with a partner who is a great strategic fit, shares values, is spot on with GenZs and has the same unrivalled passion for creativity and innovation.”    

e.l.f. Cosmetics’ partnership with Channel 4.0 was brokered by Jodie Miles, Content Lead in 4Sales and e.l.f. Cosmetics media agency, Wavemaker. 

The Channel 4 editorial leads on Channel 4.0 are head of digital commissioning, Sacha Khari and digital commissioning editor, Evie Buckley and Channel 4 digital commissioning executive, Kaio Grizzelle. Audience development, publishing, commercial partnerships and community engagement strategies are led by 4Studio, Channel 4’s social first content and distribution powerhouse, which produces and partners with creators from across the UK to entertain young people with relevant content on their favourite social platforms.  

Big Smoke Corporation, founded by the multi award-winning artist, Joseph Adenuga aka Skepta were launch consultants for Channel 4.0, providing talent insight and strategic vision to ensure young audiences are authentically engaged and excited about the channel.