E.l.f Cosmetics is making a play for Gen Z.
The brand recently announced its new social-first series, “Vanity Table Talk.” Formatted like a TikTok GRWM, celebrity guests will sit at the e.l.f vanity, applying products and answering questions from producers sitting off-camera.
Jennifer Coolidge appears to be the show’s first guest, with the brand posting a teaser from her episode on Instagram and TikTok. In the clip, Jennifer applies her makeup while sharing her thoughts on lipstick shade names.
“This is a beautiful lipstick, I really love this one,” she begins. “This one is called ‘Dirty Talk’… People always think they need to name a lipstick like a noun, but I think just adjectives like ‘Swollen’.”
Other Gen Z faves will also be starring on Vanity Table Talk, with comedian Ziwe and Emily in Paris actress Ashley Park, set to feature in forthcoming episodes.
“We want Vanity Table Talk to bring a smile to every eye, lip and face that watches it,” e.l.f’s Vice President of Marketing Communications, Patrick O’Keefe, explains. “Jen, Ashley and Ziwe all align with the spirit of the show, and each represent the very best of beauty – they’re confident, authentic and beautifully unique.”
@elfyeah Pull up a seat at the vanity, darlings! Series premiere coming 🔜! 👀 @ziwe @ashleyparklady #elfVanityTableTalk #elfcosmetics
♬ original sound – e.l.f. Cosmetics
It’s no surprise that e.l.f is targeting Gen Z with “Vanity Table Talk.” After all, the brand made waves in 2021 by being the first in the beauty industry to venture into the gaming world with its Twitch channel, elfYOU. This bold move marked a groundbreaking fusion of the worlds of beauty and gaming.
That being said, it’s clear that e.l.f is always on the hunt for the next big thing, paving the way for other beauty companies to follow suit and cater to Gen Z.
Season 1 of Vanity Table Talk is set to be released in the upcoming months.