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In their third collaboration, they reimagine the traditional “in-flight safety video” to guide viewers on how to achieve Trainor’s “dreamy, soft-focus” Cloud Skin glow.
January 28, 2025
By: Lianna Albrizio
ELF Cosmetics, a brand from ELF Beauty, is on cloud nine thanks to its recent collaboration with Grammy Award-winning singer Meghan Trainor in a new multimedia campaign for Cloud Skin, a limited-edition complexion bundle.
The partnership marks the dynamic duo’s third creative collaboration. Together, they reimagine the traditional “in-flight safety video” to guide viewers on how to achieve Trainor’s “dreamy, soft-focus” Cloud Skin glow, per the brand.
“Who knew playing a pilot would be on my 2025 bingo card?” said Trainor. “ELF and I have been beauty besties for years. We have literally weathered every glowstorm together, so I knew ELF was the perfect partner to celebrate ten years of Title,” Meghan Trainor. “ELF always has a pulse on my favorite trends and is one step ahead of viral culture, so it feels amazing to come together again to disrupt norms and put me in the captain’s chair. I’m so happy to pilot this next collaboration to bring my favorite cruelty-free and vegan beauty to our communities!”
Recognizing the rising interest in soft matte makeup, with global hashtag views up +168% year-over-year according to Spate, ELF harnessed this energy to create a dynamic, playful campaign and product bundle that makes the Cloud Skin look accessible to all.
The ELF Cosmetics x Meghan Trainor Cloud Skin Bundle ($36) features Trainor’s signature Cloud Skin products and a custom merch item. Items include:
New Halo Glow Powder Filter – a complexion innovation that delivers a soft-matte, blurred finish;
Halo Glow Liquid Filter – one sold every four seconds in 2024, per the brand, this skincare-makeup hybrid creates aa luminous, dewy complexion;
New Glow Reviver Lip Glimmer in Princess Cut – a high-shine lip oil that brings a pop of sparkle; and
Limited-Edition ELF Eye Mask.
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