THE WHAT? e.l.f. Beauty has partnered with Hello Sunshine to launch Sunnie, a new media, experiential and lifestyle brand aimed at teenage girls and young women.

THE DETAILS Unveiled during the Cannes Lions International Festival of Creativity, Sunnie is positioned as a content and community platform focused on identity, emotional wellness, and self-expression. The brand features a mix of online and offline experiences and includes a beauty-identity tool called color e.l.f.-nalysis, which helps users explore their personal aesthetic through seasonal color theory.

The platform is informed by research conducted in partnership with Etre and Ypulse, surveying 1,000 girls aged 13 to 18. The findings indicated that 92% of respondents prefer brands that allow them to define success on their own terms.

As a foundational partner, e.l.f. will support content development and platform activation across key themes including emotional health, storytelling, and real-life tools.

THE WHY? The partnership allows e.l.f. Beauty to expand its reach among Gen Z consumers by backing a brand built around their media habits and values. With beauty increasingly intersecting with lifestyle and identity, Sunnie offers a new avenue for engagement outside of traditional marketing channels.

Source: businesswire