ELF and Bubble build beauty collection on Gen Z “cocktailing” trend

ELF Beauty and Bubble are creating a limited-edition collection shaped by their respective “community-loved holy grails.”

According to Piper Sandler’s October 2025 Taking Stock With Teens Survey, ELF and Bubble are both “chart-toppers” among US teens.

The competing brands both share the ethos of blurring skin care and makeup, resulting in the new collection. This “skinification” of makeup has become increasingly popular among young beauty shoppers. 

The limited-edition collection is built on public beauty community insight, where consumers are “cocktailing” their skin care and makeup. The term refers to people mixing, layering, and customizing their routines in search of products that deliver skin-first benefits and visible complexion payoff. ELF says the result is “the freedom to make beauty their own.”

Oshiya Savur, chief marketing officer at ELF Brands, says: “This collaboration is inspired by what our communities are actively doing: mixing skin care with makeup, layering formulas, and making beauty their own. We are bringing that creativity to life through hybrids that deliver care, color, and the kind of joy our communities expect from us.”

The range combines ELF Cosmetics (makeup) and ELF Skin (skin care) under ELF Beauty, with Bubble. The resulting collaboration intends to create products that make beauty feel more accessible, expressive, and personal.

Personal partnership

Both brands say they take on a community-first approach when it comes to beauty, using cues from their buyers to fuel discovery and experimentation. 

“At Bubble, our community has always been our greatest source of inspiration. They’re constantly redefining beauty through experimentation, category-blending, and personalizing products in ways that reflect how they actually live and express themselves,” says Shai Eisenman, founder of Bubble.Drop N’ Dunk combines bronzing drops and hydrating moisturizer in a dual-chamber package. 

“Our partnership with ELF is a celebration of that creativity. Together, we have transformed those real consumer behaviors into a collection of truly unique hybrid products that seamlessly blend skin care and makeup without compromising efficacy or accessibility, making it easier than ever for our shared communities to create routines that are their own.”

ELF x Bubble product lineup 

The range includes Drop N’ Dunk, Glow Talk, and Camo Slide. 

Drop N’ Dunk combines ELF Skin Bronzing Drops and Bubble Slam Dunk Hydrating Cream Moisturizer. The two create a customizable glow hybrid that is said to deliver buildable radiance and hydration in one dual-chamber package. The solution is available in Fair Gold, Copper Gold, and Pure Gold colors. 

Glow Talk mixes ELF Cosmetics Glow Reviver Lip Balm shades and Bubble Talk Back Lip Serum in a glossy lip serum that delivers color, shine, and lasting hydration. It is available in Berry Well, Pinky Promise, and Dusty Rose colors.

Camo Slide is where ELF Cosmetics Camo Liquid Blush shades meet Bubble Water Slide Hyaluronic Acid Serum. The result is a skin care-focused, lightweight blush serum that is touted to give a fresh, buildable flush with a hydrated, dewy finish. The product also comes in Berry Well, Pinky Promise, and Dusty Rose colors. 

The ELF x Bubble collection launches August 7 on ELF’s website and app and Bubble’s website, with limited quantities. The products will also be available in retailer Target and on its website on August 9. Getting an early look, it hits Boots in the UK and Ireland on August 6.

Gen Z/Alpha catering

The beauty industry is increasingly catering to younger demographics as their purchasing power grows. Camo Slide turns liquid blush into a lightweight hyaluronic acid blush serum. 

Last month, NYX Professional Makeup made its foray into fragrance and positioned the new products as an affordable, TikTok-native entry into the fast-growing market. The launch was a deliberate play for Gen Z consumers. 

In another effort to target the digital-first generation, Diesel has entered the women’s fragrance category for the first time with Only Desire, a L’Oréal-licensed eau de parfum. The release was inaugurated with Gen Z actress and singer Dove Cameron as global ambassador.

Meanwhile, Revlon launched White Diamonds Icon from Elizabeth Taylor, a perfume reimagining a legacy scent for the rapidly evolving and growing fragrance market, driven by Gen Z.

The play for the digital natives is not limited to brand launches. Retailers are also taking note of the influence Gen Z and Gen Alpha are having on the beauty industry, and are adapting their strategies accordingly. 

During its Q4 earnings call, Ulta Beauty revealed that it will launch on TikTok Shop. According to the company, the virtual shop marks the end of siloed channel retail strategies and serves as a watershed moment for the personal care industry. The shop will feature an exclusively curated brand assortment.

Ulta said that its presence on TikTok Shop ensures the company remains a cited authority in the AI-driven discovery loops that Gen Z and Gen Alpha use to find their products.