Made To Stand Out

e.l.f. Brands, including e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, is celebrating what makes every eye, lip and face one of a kind with “e.l.f. Made to Stand Out,” the brand’s first-ever holiday campaign. Created entirely through handmade stop-motion animation, marking another eyes.lips.first for e.l.f., the campaign puts an unmistakable e.l.f. twist on nostalgic holiday storytelling to celebrate a simple truth: your difference is lowkey your gift.

Narrated by Emmy- and Tony Award-winning actor  Alan Cumming, the campaign follows college-aged besties Kit, Echo and Cleo as they reunite in their hometown for the holidays and get ready for what could be an awkward night out. The trio, though, discovers that the qualities they've once questioned are actually the things that make them extraordinary.

“This campaign is an exciting e.l.f. first, and an opportunity to bring a uniquely e.l.f. point of view to the holiday season,” said Oshiya Savur, Chief Marketing Officer, e.l.f. Brands. “Just as no two handcrafted creations are exactly alike, it's our differences that make each of us one of a kind. We want our community to see themselves in these characters and feel something, so we created a world with as much personality as the people in it.”

Leaning into the charm of analog storytelling, the campaign brings a familiar tradition into the present with fresh imagination that celebrates human creativity and the joy of individuality. The creative choice is as intentional as the message itself:

72% of Americans saying nostalgic memories inspire them when life feels complicated*

68% of U.S. adults say nostalgia influences the products they purchase**

For e.l.f., embracing what makes us different isn't a seasonal message; it's an everyday commitment to celebrating individuality and inclusivity. e.l.f.’s high-quality, accessibly priced Holy Grail products put extra sparkle in the spot.

With his unmistakable Scottish voice and signature theatrical wit, Alan Cumming narrates the trio’s holiday adventure. “I do love a character with a little something extra, and Kit, Echo and Cleo each have plenty of that,” said Cumming. “What I love about this story is that their differences aren’t things to hide, they’re what make them special. Add in the incredible artistry of this handmade world, and it was a rather lovely holiday adventure to be part of.”

Directed by Cami Kwan, co-founder of Apartment D Films, the campaign is a deliberate celebration of analog artistry, where every playful detail is an example of hands-on craftsmanship. From individually molded characters to intricately constructed miniature sets, the production embraces the time-intensive process of traditional stop-motion animation, capturing the magic of a world built by hand, one frame at a time. In line with e.l.f.'s commitments to championing underrepresented artists and female empowerment, the production included women comprising 90% of the puppet team and 100% of the animation team.

SHADOW, a long-time creative marketing and communications agency partner to e.l.f. Beauty’s brands, led the campaign’s creative concept, script development and casting, working with Adam Goldman, Cumming's longtime collaborator, on the script.

The 60-second “e.l.f. Made to Stand Out” spot debuts November 2, 2026, across e.l.f. digital and social platforms. The holiday magic will extend beyond the screen and into the shopping aisle in a takeover of the TV sections of Best Buy and Target stores throughout the holiday gift-giving season.