Meghan Trainor Achieves Cloud Skin in High Flying e.l.f. Cosmetics Spot

e.l.f. Cosmetics, a brand from e.l.f. Beauty, is soaring skyward with GRAMMY Award-winning singer, songwriter, multi-instrumentalist and long-time e.l.f. superfan Meghan Trainor in a new high-flying multimedia campaign for Cloud Skin, a limited-edition complexion bundle. This marks the third creative collaboration between e.l.f. and Megan, a true reflection of their shared spirit and values across humour, music and making beauty accessible to all. Together, they reimagine the traditional 'in-flight safety video' to guide viewers on how to achieve a dreamy, soft-focus Cloud Skin glow - a look seen and adored throughout Megan’s latest tour.

The campaign goes beyond your average pre-flight safety video, pushing boundaries in a more profound way. e.l.f. is once again placing women at the helm, with Trainor cast as the first captain of e.l.f. Air. This powerful visual challenges aviation norms, as men constitute over 90% of pilots globally. The campaign reflects how e.l.f. does it all - delivering light hearted and humorous entertainment, while staying deeply attuned to the needs and desires of its community.

e.l.f. and Megan are marking the launch of e.l.f.’s new complexion holy grail, Halo Glow Powder Filter - a light, buildable, ultra-fine pressed powder that blurs the appearance of skin and reduces shine for a soft-focus glow that lasts - and celebrating the 10th anniversary of Trainor’s debut No. #1 charting album, Title. To commemorate 10 years of pop hits, Trainor is re-releasing the album on March 28th complete with two brand new tracks, 'All About That Bass (Remastered)' and 'Better When I’m Dancin’ (j.bird Timeless Tour Version),' along with six Live from Spotify London tracks. The 2-LP Vinyl can be pre-ordered exclusively on Megan’s store now.

Recognising the rising interest in soft matte makeup, with global hashtag views up +168% year-over-year according to Spate, e.l.f. harnessed this energy to create a dynamic, playful campaign and product bundle that makes the Cloud Skin look accessible to all. By tapping into the viral conversation across social platforms, e.l.f. uniquely builds a world with Trainor at the helm, steering viewers through the skies of accessible beauty to navigate texture turbulence and soar to complexion perfection.

“Who knew playing a pilot would be on my 2025 bingo card?! e.l.f. and I have been beauty besties for years. We have literally weathered every glowstorm together, so I knew e.l.f. was the perfect partner to celebrate ten years of Title,” Meghan Trainor. “e.l.f. always has a pulse on my favourite trends and is one step ahead of viral culture, so it feels amazing to come together again to disrupt norms and put me in the captain’s chair. I’m so happy to pilot this next collaboration to bring my favourite cruelty-free and vegan beauty to our communities!”

“From the moment we envisioned Meghan as the captain of e.l.f. Air, we knew this collaboration wasn’t just about taking flight - it was about redefining the boundaries of creativity and connection with our community,” said Patrick O’Keefe, chief integrated marketing officer at e.l.f. Beauty. “Meghan’s unparalleled charisma and creative vision perfectly embody the spirit of Cloud Skin: bold, transformative and effortlessly accessible. Together, we’re not just creating a campaign; we’re charting a new course for beauty innovation that inspires and empowers everyone to glow their own way.”

The campaign will roll out across digital channels and social media, bringing this dreamy, soft-focus look directly to fans’ feeds, ensuring every eye, lip and face can take flight on this luminous adventure. The campaign was conceptualised, cast, produced and scripted by SHADOW, e.l.f. Cosmetics’ long-term creative marketing and communications agency.

“If e.l.f. had an airline, it’d obviously have the *best* entertainment and in-flight service. Meghan was, as usual, brilliantly hilarious, and the pitch-perfect partner to pilot this vision forward with the brand’s signature wink,” said Brian Vaughan, executive creative director and partner at SHADOW. “As most of our collaborations with e.l.f. often do, the idea began with a ‘what if?’ as we imagined navigating our e.l.f. community through texture turbulence and dullness to a destination of radiant, Cloud Skin. Absurd flight route aside, the brand’s ethos remains steady: this trip to the clouds is accessible to all.”

Tune in to the ethereal campaign experience on Megan’s social channels and e.l.f.’s digital channels: elfcosmetics.com, Instagram, TikTok and YouTube. As part of the digital campaign, e.l.f. is also tapping top rideshare app Uber to bring this whimsical in-flight entertainment to riders preparing for an airborne moment of their own. From January 28th, 2025 to February 28th, 2025, the e.l.f. x Meghan Trainor Cloud Skin campaign video will play in-app for select, targeted riders booking a car to an airport in the US and UK, with direct links to shop the Halo Glow collection.

The e.l.f. Cosmetics x Meghan Trainor Cloud Skin Bundle ($36) will debut on January 28th, 2025, and feature Trainor’s signature Cloud Skin products and a custom merch item.