e.l.f. was given the opportunity to launch the first-ever beauty shopping apps for Vision Pro Apple invited e.l.f. to launch one of the first beauty brand apps for Vision Pro. From that moment, the brand did not want the app to feel like a virtual store. The goal was to align with e.l.f.’s focus on entertainment and create a truly immersive experience that delighted the community in a first-of-its-kind way. Accessibility is in the brand’s DNA, so offering the experience outside of the Vision Pro was a necessary challenge. In less than 12 weeks, e.l.f., Obsess and eGen

turned around a masterfully creative universe that was visually dynamic specific for the advanced spatial computing technology but also capable of being duplicated for traditional browsers.

The creative concept driving “your best e.l.f.'' is rooted in e.l.f.’s early adoption of technologies to shape culture. e.l.f.’s work in Roblox and Twitch fueled the company’s hypothesis to jump into a new, novel platform with a plan to captivate the community and foster enduring user engagement. More than a virtual store, e.l.f. aspired for an immersive universe that resonated more deeply and supported the company’s values to encourage self expression and empower others, leaning into the emotional connection that plays a large role in consumer decision-making. Leveraging Apple Vision Pro’s groundbreaking virtual technology, “your best e.l.f.” takes users on an unparalleled visual journey, seamlessly integrating Vision Pro's tracking into the experience without compromising visual fidelity. Beauty, wellness and storytelling converge with unprecedented allure and emotional resonance.

e.l.f. Cosmetics’ “your best e.l.f.” app was one of the first-ever beauty apps created for the Apple Vision Pro. The implementation centered around premier spatial technology features specifically designed for Apple Vision Pro’s three-dimensional interface, which allowed users to control through intuitive hand and eye movements. It leveraged virtual reality (VR) and included technology advancements such as progressive displays, 3D products, spatial audio and checkout integration with Apple Pay. Since the device was brand new to market, all features needed to be developed and tested from scratch.

“your best e.l.f.” was a key brand storytelling tactic to engage the e.l.f. community in a deeper, more emotional relationship with the brand through immersive exploration and gamification. The immersive space embodied a life-size digital portal into the brand’s world, with 360-degree environments themed after e.l.f.’s holy grail products — plus interactive, play-centric 3D content influenced by the brand’s ethos to surprise and delight every eye, lip and face. The environments enabled app users to visualize all the content at a higher fidelity and detail than has ever been possible before with other devices, which is why the placement of the experience on the Apple Vision Pro was critical. The methods and process involved collaborative design ideation between e.l.f. and Obsess, followed by iterative app development and feature rollouts timed to the launch of the Vision Pro device in the U.S. market. When the “your best e.l.f.” app launched in February aligned to the release of Vision Pro, e.l.f. and Obsess launched a digital “twin” of the experience for web and mobile browsers, which increased accessibility of the experience beyond just early adopters of the device.