Channel 4.0 chose e.l.f. Cosmetics as its Official Beauty Partner

Channel 4’s new digital-first brand for YouTube has just signed its first branded deal with Gen Z's favourite beauty honest brand

Channel 4.0 has signed its first branded deal with e.l.f. Cosmetics, the US’s #1 favourite teen cosmetics brand which literally stands for ‘eyes, lips, face’, and is clean, vegan, cruelty-free and Fair Trade Certified. 

The commercial partnership deal will see e.l.f. Cosmetics become the Official Beauty Partner of Channel 4.0. Viewers will be able to watch e.l.f.’s recent viral advertisement which premiered during the NFL Big Game just last month, followed by a new branded series for YouTube that will follow later this year.

Wavemaker Select — Wavemaker’s specialist division for scale-up brands — was responsible for brokering the deal, down to the fact that it was the perfect fit for both the channel and the brand’s Gen Z audience.

4.0 is a channel launch rooted in British youth culture and has got off to an incredible start. We’re hugely passionate about working with like-minded brands to create authentic content that lands with young audiences and therefore over the moon to be working with e.l.f. We’re confident this is the start of a really exciting relationship.

David Amodio, Deputy Head of Commercial Innovation and 4Studio at Channel 4

e.l.f. is all about disrupting norms, shaping culture and connecting communities, and teaming up with Channel 4.0 not only connects these dots but takes us further into entertainment. We are excited to reach new audiences and show that beauty is for every eye, lip and face.

Christine Cassidy, Vice President and General Manager, International, e.l.f. Beauty

Featured image: e.l.f. viral ad with Jennifer Coolidge