Beauty is going bigger on collaborations than ever before; here, the top 10 beauty collabs of 2024 including E.l.f. Beauty x liquid Death and more.
As diverse players — from E.l.f. Beauty to Augustinus Bader — increasingly invest in the space, co-branded beauty drops are driving record value for brands looking to capitalize on culture and generate buzz., such as E.l.f.’s recent Goth-punk makeup collection with the fast-growing canned water company Liquid Death, to the slew ofpreluding the premiere of the show’s third season in May by brands including Lush, Pat McGrath Labs and Beekman 1802.
Myriad pop culture institutions, from TV shows to of-the-moment celebrities, can serve as mutually beneficial collaborators. Tan-Luxe opted for the latter with its new Paris Hilton collection, which was fronted and codeveloped by the socialite herself and has raked in $3 million in earned media value since launching in April, taking the number-one spot by EMV this year across beauty collaborations.
“E.l.f. is a bit of an old pro at these collaborations in general, so part of the success of that collaboration is probably due to the brand having that existing infrastructure for these sorts of things,” said Rawitz, noting previous collabs include Dunkin’, Chipotle and American Eagle.
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