Jen Atkins Partners Up with E.l.f. On Budget-Friendly Makeup Line

With a minimalistic makeup line, Jen Atkins and E.l.f. collab isn’t only perfect for everyday wear — it’s also budget-friendly with prices below $25 and it comes with a bonus —  donation to underserved communities. 

Any beauty and makeup fanatic should know Jen Atkins, the mind and face behind Ouai and the Kardashian’s beloved hairstylist. 

Jen partnered up with the vegan makeup cosmetic brand E.l.f and together they debuted a minimalistic everyday line focused on busy women. The limited edition includes five beauty essentials packed in minimalistic packaging. 

The line includes a do-it-all neutral palette that offers eyeshadows, blush, bronzer, and highlighter; a coconut-scented facial mist infused with vitamin E; creamy eyeliner pencils; and a double-ended lipstick and liner duo that comes in three stunning shades.

But Atkins is the hair queen — and for those who have watched Keeping Up With The Kardashians enough times know that — the collab wouldn’t be completed without her specialty being left behind, a hair and brow pomade.

“I really wanted to create a collection of the essentials with formulas and shades that are easy to use and doing it with e.l.f. felt like a natural progression for me.”

Jen Atkins

For Atkins, it is important to support and bring awareness to unprivileged communities. She’s already been doing a wonderful job supporting organizations like Baby2Baby, WagsnWalks, ACLU and Girls Inc.

“I try to bring awareness to any good cause with my platform and if people are ever adamant about giving me a gift, I push for donations in my name in lieu of flowers.”

Jen Atkins

The same spirit was brought to this collab with E.l.f. For every pose uploaded to Instagram with the hashtag #elfmade, Atkin and E.l.f. will each donate $1 to Girls, Inc.

Why Jen Atkins accepted E.l.f’s invitation to debut a dreamy collab with a good cause attached to it? It’s because they share the same value, says Jen — create high-quality products with accessible prices and a chic aesthetic.

You can grab your piece of The Jen Atkin x e.l.f. Limited Edition Collection at elfcosmetics.com and Ulta.com now, and in Ulta stores available on April 18. 

Written By:
Camila Santiago

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