Student Katie Wald’s Bold ELF Cosmetics Rebrand Brings Playful Energy to an Iconic Beauty Brand

ELF Cosmetic Rebrand by student Katie Wald A different kind of makeover. Overview Elf Cosmetics is one of the most accessible cosmetic brands on the market, known for its affordability and widespread availability in almost every major drugstore across over fifteen countries. The brand has garnered a devoted consumer base, primarily made up of women in their mid-teens to early twenties. However, despite its popularity, Elf’s existing branding lacks the playfulness and youthful energy that resonates with its core audience. The brand often struggles to differentiate itself on shelves compared to direct competitors such as NYX and Maybelline. Following an extensive audit of the brand and its competitors, a comprehensive makeover was proposed. The challenge was to invigorate the typography, col