Humorous brand awareness campaign with an e.l.f. twist spotlights Save Your e.l.f. Hypochlorous Mist that helps soothe stressed skin and beyond

e.l.f. SKIN, a brand from e.l.f. Beauty (NYSE: ELF), answers community mist-mergencies in an all-new brand awareness campaign that highlights everyday stressors – and how to help soothe them. Spotlighting e.l.f. SKIN’s Save Your e.l.f. Hypochlorous Mist in a humorous, entertainment-led spot, actress Samantha Hanratty from “Yellowjackets” alongside music executive and creator Carter Gregory turns ‘ugh’ to ‘ahh.’

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261008906886/en/

e.l.f. SKIN answers community mist-mergencies in a new campaign that highlights everyday stressors – and how to help soothe them.

From obnoxious gym rats, irritating car alarms and unnecessary long lines, just a spritz of e.l.f. SKIN’s Save Your e.l.f. Hypochlorous Mist saves the day! The campaign brings an e.l.f. twist with a wink and nod to the daily experiences of every eye, lip and face.

78% of Gen Z agrees that their stress levels affect their skin, including dullness*.

e.l.f. SKIN’s ultra-fine, derm-developed Save Your e.l.f. Hypochlorous Mist helps soothe and purify skin while you’re in the trenches. Formulated with hypochlorous acid for blemish-prone skin, it calms sensitive skin and reduces visible redness. It’s the take-anywhere skin savior.

The award-winning e.l.f. SKIN Save Your e.l.f. Hypochlorous Mist results speak for themselves**:

• 96% agreed skin looked less red after two weeks
• 93% agreed they use this mist all day, every day
• 90% agreed the mist makes skin look less stressed after two weeks
• 90% agreed it was a “mist-have” during a skinmergency

“We saw a cultural moment to meet our community where they are: in the trenches of everyday life. Showing up with humor, relatability and an OMG price is how we are taking insights into action,” said Renee Fuller, Vice President of e.l.f. SKIN. “Stress is a culprit behind numerous skin concerns, and our community wanted a product that can be easy to use in any situation and Save Your e.l.f. Hypochlorous Mist is an answer to that call.”

The campaign goes live on October 9, 2026, across e.l.f. SKIN channels including YouTube, TikTok and Instagram. e.l.f. SKIN’s Save Your e.l.f. Hypochlorous Mist is available at elfskin.com for $12.

The campaign was developed in-house by e.l.f. Made, e.l.f.’s entertainment arm, and concepted in partnership with eGen. e.l.f.  tapped Tim Wilkime and Ruckus Films to produce. Wilkime, who is most notably known for his work directing digital shorts and sketches for “Saturday Night Live,” directed the campaign.

Watch the campaign video here.

* Mintel, Facial Skincare – US, 2024
**Results based on a 6-week consumer perception study conducted independently.

About e.l.f. Brands
e.l.f. Brands, part of e.l.f. Beauty (NYSE: ELF), includes e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, and is fueled by a mission to make the best of beauty accessible and a purpose to make the world a better place for every eye, lip and face. Purpose led and results driven, e.l.f. Beauty is a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. As a bold disruptor with a kind heart, e.l.f. Brands' superpowers are delivering universally appealing, premium-quality products at affordable prices that are vegan, e.l.f. clean and double-certified by Leaping Bunny and PETA as cruelty-free. e.l.f. Brands are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20261008906886/en/

e.l.f. SKIN answers community mist-mergencies in a new campaign that highlights everyday stressors – and how to help soothe them.