e.l.f. Cosmetics Launched The e.l.f.ing Magical Sisters
The brand unveiled a new marketing campaign featuring actresses as witches to promote its cream face products.
Updated on Sept. 30, 2026 in Beauty
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e.l.f. Cosmetics has released a marketing campaign titled The e.l.f.ing Magical Sisters. The brand aims to capture interest during the spooky season by featuring actresses Priah Ferguson, Keyla Monterroso Mejia, and Bebe Wood as modern-day witches.
Why it matters
The company created the campaign to highlight consumer feedback that refers to the products as magical due to their specific texture and blend-ability. It represents a strategic effort to engage shoppers through seasonal thematic content.
The featured Soft Glam Cream Blush and Bronzer Sticks retail for $7 or £7 and contain 2% shea butter and 1% sunflower seed oil. These products are available at major retailers including Ulta, Target, Walmart, Boots, Superdrug, and Amazon.
The players
e.l.f. Cosmetics
This Oakland, California-based beauty company is known for its budget-friendly makeup and skincare products.
Priah Ferguson
She is an actress who stars as one of the modern-day witches in the new e.l.f. Cosmetics campaign.
Keyla Monterroso Mejia
She is an actress featured in the promotional video for The e.l.f.ing Magical Sisters campaign.
Bebe Wood
She is an actress who portrays a witch in the brand’s latest marketing effort for its cream products.
Hannah Levy
She is the director responsible for the visual execution of the new e.l.f. Cosmetics video spot.
The details
e.l.f. Made, the brand’s in-house team, developed the campaign which features a video spot directed by Hannah Levy and written by Anna Drezen. The campaign is currently running across digital platforms including YouTube, TikTok, and Instagram.
Timeline
September 30, 2026: The e.l.f.ing Magical Sisters campaign launched.
Culture Shift
This campaign follows a pattern set by the seasonal spooky season marketing trend by aligning product promotion with popular cultural interest in autumn-themed festivities. Such initiatives reflect broader efforts by mass-market beauty brands to leverage holiday cycles for increased engagement.
The products are currently available at major retailers like Target and Walmart, allowing for easy in-store access for shoppers. Customers should note that these items retail for $7, making them an accessible option for those looking to try the brand's popular cream-based blush and bronzer formulas.
The takeaway
Marketing campaigns that tap into seasonal cultural moments can effectively drive brand discovery among new customer segments. Consumers interested in these products should check current in-store inventory at local retailers to ensure availability.
Further reading
For more on industry marketing trends, visit the Beauty section.
More information
Learn more about the product lineup by visiting the official e.l.f. Cosmetics website.
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