E.l.f. Cosmetics has become one of the first beauty brands to launch a shopping app for the newly-released Apple Vision Pro.

The “your best e.l.f.” visionOS app includes first-of-its-kind features specifically designed for Apple Vision Pro to take advantage of its 3D user interface that users control with intuitive hand and eye movements.

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Users are invited to explore three distinct environments – Camo Cove, Big Mood and Halo Glow – each themed after an e.l.f. product available for sale within the app.

The makeup giant also launched an assortment of 3D e.l.f. products on the device allowing users to shop via Apple Pay and participate in relaxing activities to be “your best e.l.f.”

These activities include guided meditations, stretching exercises and an interactive “Paint by Numbers” game.

E.l.f Beauty Chief Digital Officer, Ekta Chopra said: “Your best e.l.f.’ is a game-changing beauty experience that welcomes users to relax, de-stress and focus on being their best self.

“Partnering with Obsess to launch one of the first beauty shopping apps for Apple Vision Pro is an evolution for our brand, which has always been digitally-led.

“We are champions for innovation and new technology platforms. The decision to launch on Apple Vision Pro is not only natural for us; it is critical to continue to meet our community – and entertain them – wherever they are.”

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Snapchat and e.l.f Cosmetics has launched the first-ever Bitmoji Beauty Drop to showcase the beauty brand products for a limited time.

Bitmoji Drops are exclusive digital fashion or beauty items that users of the social media app can access for their Bitmoji.

As a result, Snapchatters can try on 11 shades of O FACE Satin Lipstick alongside their Bitmoji look-alikes with the help of a Bitmoji Lens, which also leads them directly to the Drop with one single tap.

e.l.f Cosmetics’ O FACE Satin Lipstick Bitmoji adverts will appear in between Bitmoji Stories, which has 60 million subscribers.

Additionally, e.l.f. Cosmetics will be prominently featured on Snapchat through First Lens and First Story.

“Beauty is an expression of individuality, and we’ve loved partnering with e.l.f. Cosmetics to bring this exclusive Beauty Drop for Snapchatters to personalise their Bitmoji to reflect their unique style,” Snapchat Global Head of Fashion and Beauty Rajni Jacques said.

“We know that 74% of Snapchatters style their Bitmoji in the same brands they wear in real life, and we’re excited to continue creating new ways for our community to express themselves through Bitmoji with the brands and products they love.”

e.l.f Beauty VP of Integrated Marketing Communications Patrick O’Keefe added: “We love force multiplying with Snap and together we have achieved many ‘eyes.lips.firsts.’ This Bitmoji drop is another first, and we know the Snap community is going to love expressing their (s)e.l.f. – which is at the core of who we are.

“As a brand that values self-expression, we recognise Bitmojis as a personal extension of style and personalities, and we’re thrilled to be the inaugural beauty brand offering one of our coveted holy grails in their virtual closet.”

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