e.l.f. Cosmetics is leaning into Halloween with “The e.l.f.ing Magical Sisters,” a new comedy-driven campaign that turns its Soft Glam Cream Blush and Bronzer Sticks into something apparently powerful enough to make three modern-day witches question whether they need magic at all.
Created in-house by e.l.f. Made, the brand’s entertainment arm, the cinematic spot follows a coven discovering that the secret to Soft Glam doesn’t require a wand, spell book, or supernatural intervention. It just requires the right stick.
The film stars Priah Ferguson of Stranger Things, Keyla Monterroso Mejia of The Studio and Bebe Wood of Mean Girls 2024. Former Saturday Night Live head writer Anna Drezen helped pen the script, while Hannah Levy directed through Hungryman Productions.
That combination gives the campaign the slightly absurd, self-aware tone e.l.f. has increasingly made part of its brand identity. Rather than simply placing its products in a Halloween setting, the company builds the joke around a real consumer insight: shoppers have described the Soft Glam sticks as so creamy, pigmented, and easy to blend that they feel like magic. Watch below:
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“Our community has told us the Soft Glam Cream Blush and Bronzer Sticks are so creamy, so sculpting, pigmented, and blendable, they must be magic,” said Oshiya Savur, Chief Marketing Officer of e.l.f. Brands. “So, we did what we do: We leaned in.”
Savur said Halloween also gives e.l.f. another opportunity to connect its products to a broader cultural moment while keeping humor at the center of the work.
The campaign arrives as the Soft Glam line appears to be helping the brand attract new customers. According to e.l.f., 50 percent of Soft Glam Cream Blush and Bronzer Stick purchasers are new to the brand. The products are formulated with 2 percent shea butter and 1 percent sunflower seed oil, designed to glide on easily while delivering a natural finish.
And, in typical e.l.f. fashion, the price remains part of the story. The sticks retail for $7 in the U.S. and £7 in the U.K.
“The e.l.f.ing Magical Sisters” launched September 30 across YouTube, TikTok and Instagram, with the Soft Glam family available through elfcosmetics.com and retailers including Ulta, Target, Walmart, Boots, Superdrug and Amazon.
For a brand that has spent years making beauty advertising feel a little less precious, Halloween is pretty fertile territory. Witches, comedy and makeup already belong together.
e.l.f. just decided to make the product the magic trick.
