Gen Z makeup brand ELF Cosmetics is kicking off the holidays with a first-of-its-kind digital campaign informed by insights from The Weather Channel and brought to life with Grammy Award-winning singer, songwriter and multi-instrumentalist, Meghan Trainor.

 

Dubbed a “special radiance report,” Trainor breaks news on an “elfing” glow storm approaching as the brand’s holy grail product, Halo Glow Liquid Filter, is back in stock on elfcosmetics.com following a waitlist of over 75,000 names.

 

According to The Weather Channel, eight out of 10 women surveyed change their personal care or beauty routine with the weather, so to help viewers weather the glow, ELF Cosmetics has created a five-day ELF Cosmetics Glow Bundle. The bundle ($36) includes the following of ELF’s viral bestsellers:

 

Halo Glow Liquid Filter ($14)— With over 47 million views on TikTok, this skincare-makeup hybrid is infused with skin-loving squalane and hyaluronic acid that work to give skin a soft, dewy look.

 

Luminous Putty Blush ($7) – The lightweight yet buildable, unique putty-to-powder blush is infused with argan oil and Vitamin E, and melts seamlessly into skin, giving cheeks a subtle shimmer finish.

 

Bite-Size Eyeshadow Palette ($3) – On-the-go luxe powder eyeshadow quads features a combo of matte and shimmer shades.

 

Liquid Glitter Eyeshadow ($6) – Provides a shimmering eye look with one-swipe of glitter coverage.

 

Glossy Lip Stain ($6) – A sheer pop of color and subtle gloss effect results in a long-lasting, buildable formula that won’t transfer and leaves lips looking and feeling fresh.

 

“We are bracing for the first glow storm this holiday season,” said Patrick O’Keefe, vice president, integrated marketing communications of ELF Beauty. “ELF’s glow is fueled by force multiplying and delivering the unexpected. By tapping into The Weather Channel brand’s rich legacy coupled with Meghan Trainor's brilliance in this campaign, we are reaching new audiences and showing that beauty is in the eye of the… glow storm.”