e.l.f. and Tinder's new relationship bridges the gap between lifestyle and beauty

e.l.f. Cosmetics has teamed up with the popular dating app Tinder to launch the limited-edition "Put Your e.l.f. Out There" Vault collection, a collaboration aimed at connecting beauty with the lifestyle sector. This partnership reflects a growing trend among beauty brands to align themselves with broader cultural movements and lifestyle brands, creating synergies that tap into both cosmetics and consumer habits.

According to Laurie Lam, Chief Brand Officer at e.l.f. Beauty, the collaboration was driven by shared values between the two brands, particularly around self-expression and confidence. "The e.l.f. x Tinder collab is a swipe-right moment for both brands," Lam explained. "Tinder was built on the belief that the need to connect is innately human, yet the hardest part of online dating is the real-life interaction. A fiery makeup look can give you the confidence to face whatever a first date throws your way."

We spoke to Lam to learn more about the strategy behind the collection launch and how popular brands in the cosmetics and lifestyle spaces can benefit from strategic partnerships that target crossover consumer audiences. “At e.l.f., we are always looking for new ways to empower our community,” Lam noted, emphasizing that this collaboration reflects the brand’s commitment to staying connected to what is relevant in people’s lives. “We see the world through the eyes of our audience, and dating, for many of them, is a key part of that journey.”

Cosmetics & lifestyle: A budding romance

The collaboration between e.l.f. and Tinder is part of a larger trend where beauty brands are increasingly partnering with lifestyle companies to deepen their connection with consumers. Such partnerships enable cosmetics brands to move beyond their traditional focus on beauty products and tap into experiences, self-expression, and cultural moments.

In this case, e.l.f. has connected its makeup line with the experiences of modern dating, leveraging Tinder’s influence over Gen Z and Millennial consumers to enhance product relevance. Lam expanded on this point, stating, “We believe makeup is a powerful form of self-expression, especially in situations like dating, where you’re putting yourself out there. This partnership with Tinder allows us to not only provide beauty products but also to be part of a bigger moment in our consumers’ lives.”

The collaboration comes at a time when beauty and lifestyle brands are looking for new ways to engage their audiences, offering experiences that resonate with their target demographics. A recent press release from e.l.f. Beauty highlighted the relationship between beauty routines and dating confidence, sharing the results from a study conducted by e.l.f. and Tinder.

The study revealed that 35% of singles view first dates as an opportunity to experiment with new makeup looks, underscoring the connection between self-expression in beauty and social interactions.

Lam pointed out that this insight was pivotal to shaping the collection. “We thought about everything from how makeup can enhance self-expression to how long-lasting it should be for a first date,” she said. “For example, we know from our research that women often reapply makeup during a date, so we made products like the It’s a Match! Stick Lippies to make that process easier and more fun.”

Product innovation informed by lifestyle insights

The limited-edition "Put Your e.l.f. Out There" Vault includes a selection of products designed to help users feel confident during first dates, and the collection is informed by consumer insights into dating behaviors and beauty routines. According to e.l.f. and Tinder’s study, 80% of singles noted that having a pre-date beauty routine positively impacted their confidence, and nearly half of respondents said they noticed when their date had spent time on their appearance.

The Vault includes products like the Tinder Box Lip Trio, All Slick No Ick Face Primer, Set-Uationship Setting Mist, and the Flame Changer Makeup Bag. In addition to these items, the It’s a Match! Stick Lippies—single-use lipstick matches designed for convenient application—are available separately.

Lam explained that consumer insights directly informed the creation of these items: "We took note of how important a solid beauty routine is for daters. This led us to create products that don’t just look great but are easy to use in real-world dating situations."

Exclusive offers and expanded accessibility

Alongside the product collection, e.l.f. is offering exclusive perks for its loyal customers. U.S. and U.K. Beauty Squad members can gain access to Tinder Gold for just $1/£1 for the first month, a premium subscription offering users features like unlimited Likes and the Passport feature, which allows them to connect with people globally. This offer highlights the value of combining digital services with physical products to create an all-encompassing experience for consumers.

Moreover, e.l.f. is expanding the availability of the collection through DashMart, a fulfillment platform launched by DoorDash. This same-day delivery option will be available in select U.S. cities, including Los Angeles, Houston, and Chicago, further extending the collection’s accessibility.

Lam believes these added features are a way of giving back to the brand’s most loyal fans. “Our community means everything to us,” she said. “Whether it’s offering access to a premium Tinder subscription or same-day delivery via DoorDash, we want to make sure that we’re delivering both value and convenience in everything we do.”

Strategic movement toward lifestyle-driven partnerships

The e.l.f. x Tinder collaboration reflects a broader strategy in the cosmetics industry where beauty brands are increasingly looking to lifestyle partnerships to reach consumers. These collaborations not only allow brands to engage with audiences through shared values like confidence and self-expression but also create new opportunities to offer lifestyle-driven products and experiences.

Lam noted that e.l.f. remains committed to exploring partnerships that connect beauty with culture. “We’re always looking for ways to push boundaries and connect beauty with the broader culture,” Lam explained. “Whether it’s through strategic partnerships like this or through our broader product innovation, our goal is to create beauty experiences that are meaningful and relevant.”

As e.l.f. continues to innovate, partnerships with lifestyle brands like Tinder signal a strategic shift in how beauty companies engage with their communities, positioning cosmetics as not just a product but a tool for self-expression in everyday life.