e.l.f. Beauty announced on June 18, 2025, a foundational partnership with Reese Witherspoon's Hello Sunshine to launch 'Sunnie,' a new multimedia and experiential brand. Sunnie is designed to support, inspire, and champion the next generation of women.
The brand's core principle is to provide young women with tools, not rules, to succeed without the pressure of having everything figured out. This initiative aims to create a highly inclusive online and offline experience that fosters curiosity, celebration, and connection.
This strategic partnership allows e.l.f. to expand its cultural influence and reach a key demographic through a new ecosystem and community. The collaboration is rooted in research indicating that 92% of 13- to 18-year-olds appreciate brands that encourage them to define success on their own terms.
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