e.l.f. Beauty Reimagines Its Digital Experience

e.l.f. Beauty is on a mission to make the best of beauty accessible to every eye, lip and face by disrupting norms, shaping culture and connecting community. With the launch of its fresh new digital platform to showcase the company’s portfolio of brands, mission and values, the site brings the latest brand-led initiatives, purpose-driven campaigns, business updates and more directly to its community. 

Kettle was tapped to harness the bold disruption and renegade spirit of the company through best-in-class design and experience as an e.l.f. Beauty digital partner.

The newly designed elfbeauty.com reimages the architecture, design, content and functionality of the site end-to-end and provides a more intuitive experience to engage e.l.f.'s community of investors, employees, partners, prospective talent and media. The changes will help e.l.f build better connections with those seeking information on the company and its brands. To drive scalability and future evolution, the site was also re-platformed to a new headless CMS, setting e.l.f. up to continue evolving at e.l.f speed. The new design provides an engaging and easy-to-navigate experience, allowing this trend-setting, innovative company to bring the best of their e.l.f.iverse to life in a whole new way.

• The transformation connects their community closer to e.l.f.’s portfolio of brands, delivering exciting page design and content layouts to drive engagement and entertainment. 
• The corporate site relaunch coincides with the launch of e.l.f. Beauty's 2024 Impact Report, which has been transformed into an engaging digital environment, allowing key information to be consumed at a glance.
• The site is built to keep up with the ever expanding world of e.l.f., where there’s always something new to see.

Ekta Chopra, chief digital officer of e.l.f. says, “e.l.f. Beauty vision is to be a different kind of company with brands that disrupt norms, shape culture and connect communities through positivity, inclusivity and accessibility. This glow up allows us to better connect our brands and our purpose more closely with our community. These changes will continue to propel us into a brighter future where we can reach our community where they want to be.”

Camille Imbert, Kettle executive creative director, says, “The goal was to create a platform that could evolve to the speed of growth that e.l.f. is experiencing, creating a world where these powerful, disruptive individual brands can exist together, unified by the company’s strong values and community. The new corporate site embodies the energy from their suite of brands, enthusiasm from their teams, and key messages and information that audiences need to build deeper connections with e.l.f. We’re ready to tackle digital disruption for their cosmetics properties next.” 

Kettle has a rich history of redesigning digital and e-commerce experiences, including work for Apple, Fear of God, Nike, and T-Mobile.