Escape “Unglammy Valley” with e.l.f. Cosmetic’s Soft Glam Satin Foundation

OAKLAND, Calif.--(BUSINESS WIRE)--Sep 8, 2026--

e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), launches today the bold new awareness campaign “Unglammy Valley,” highlighting its Soft Glam Satin Foundation. A playful e.l.f. twist on the “uncanny valley” phenomenon, the campaign brings horror and humor to an all-too-relatable beauty nightmare: a foundation base gone wrong. Starring actress Sara Waisglass, e.l.f. delivers unexpected entertainment.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260907067540/en/

The insight into action is simple yet universal – when your base is off, everything is off. Whether it’s cakey or a mismatched shade, this makeup mishap is real! 66% of consumers rely on trial-and-error purchasing to find their right shade*. The solution, though, is simple. e.l.f.’s Soft Glam Satin Foundation, with one sold on elfcosmetics.com every 8 minutes**, is the rescue that breaks you out of the uncanny and into the glammy.

Longtime e.l.f.ie, Waisglass serves her quick wit and relatable charm in a campaign that gives a jump-scare moment to choosing the wrong foundation. The big plot twist is what e.l.f. Cosmetics’ Soft Glam Satin Foundation, a medium-buildable coverage foundation, does to save the otherwise disastrous day. “Unglammy Valley” is a little twisted and a whole lot of funny.

Available in 36 shades, e.l.f. Cosmetics’ Soft Glam Foundation formula is designed to deliver soft, natural-looking skin with a subtle glow and satin finish. Infused with 1% Hydrating Hibiscus Complex, plus guava, blueberry and goji berry extracts, it hydrates without clogging pores. At $8/£9/€10, the foundation is high quality and accessibly priced for every eye, lip and face.

e.l.f. Cosmetics is also teaming up with Alta, TIME’s Best Invention-winning AI powered virtual closet, as the first ever beauty brand on the platform. e.l.f.’s Soft Glam collection will be available to the Alta community where they can keep track of their beauty routine the same way they track their wardrobe. Alta members play inside their digital closets, using Alta avatars to plan their vacation wardrobes, their work wear and their special event looks. In an eyes.lips.first., Alta is taking that groundbreaking technology to the beauty bag. No matter the outfit, Alta will recommend e.l.f. products, so head-to-toe glam is never an afterthought.

“Finding the right foundation is a universal struggle. Understanding undertones, finding the right shade, the right coverage, the right formula – a true nightmare. Our community voiced all of these concerns, and we decided to put the e.l.f. twist on this beauty horror,” said Oshiya Savur, Chief Marketing Officer of e.l.f. Brands. “Our community essentially handed us this idea, so we took their very real foundation fears and turned it on its head in the kind of over-the-top humor e.l.f. is known for. Through this campaign and our partnership with Alta, we are amplifying our award-winning Soft Glam Satin Foundation in a big way and helping people find their perfect match without the jump scares.”

The campaign launches with a full 360 amplification across TVC in the US, streaming/OTT, YouTube and across social channels, alongside influencer extensions and immersive activations. The campaign will run in the US, Canada, UK and Germany. e.l.f. Cosmetics’ Soft Glam Satin Foundation and the entire Soft Glam collection can be found on elfcosmetics.com and elfcosmetics.co.uk, which also features a virtual try-on shade matching tool.

Watch the entire campaign video here.

*The Benchmarking Company, Shade (Mis)Match & Inclusivity, 2026
**e.l.f. Cosmetics DTC internal sales data, June 2024-August 2026

About e.l.f. Brands

e.l.f. Brands, part of e.l.f. Beauty (NYSE: ELF), includes e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, and is fueled by a mission to make the best of beauty accessible and a purpose to make the world a better place for every eye, lip and face. Purpose led and results driven, e.l.f. Beauty is a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. As a bold disruptor with a kind heart, e.l.f. Brands' superpowers are delivering universally appealing, premium-quality products at affordable prices that are vegan, e.l.f. clean and double-certified by Leaping Bunny and PETA as cruelty-free. e.l.f. Brands are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.

About Alta

Alta is a fashion technology startup based in New York, training AI models for the future of commerce. The Alta AI stylist and digital closet app is among the Top 100 App Store apps in over a dozen countries, and has been named TIME Best Inventions, and featured on Good Morning America, Cannes Lions, Vogue, ELLE, Forbes, TechCrunch, and Fortune. Users have generated over 300M outfits on the app, and at least 1 Alta avatar is being generated every second. Alta's 12 in-house proprietary computer vision & recommendation models also power AI styling and virtual try-on for publicly traded retailers.

e.l.f. Cosmetics launches “Unglammy Valley,” a new campaign highlighting its Soft Glam Satin Foundation. The horror-meets-humor campaign dramatizes the everyday nightmare of mismatched foundation - and the product that breaks you out of the uncanny and into the glam.

e.l.f. Cosmetics launches “Unglammy Valley,” a new campaign highlighting its Soft Glam Satin Foundation. The horror-meets-humor campaign dramatizes the everyday nightmare of mismatched foundation - and the product that breaks you out of the uncanny and into the glam.

e.l.f. Cosmetics launches “Unglammy Valley,” a new campaign highlighting its Soft Glam Satin Foundation. The horror-meets-humor campaign dramatizes the everyday nightmare of mismatched foundation - and the product that breaks you out of the uncanny and into the glam.

LONDON--(BUSINESS WIRE)--Sep 8, 2026--

Today, Globality launches Glo 2.0, an enterprise platform for autonomous sourcing that streamlines the entire intake-to-award process.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260908880093/en/

Analysis shows that over half of all addressable enterprise spend is still not competitively sourced. Capacity limits force procurement teams to focus only on their highest-stakes events and leave the rest untouched, a tradeoff that costs businesses millions. Glo 2.0 removes that constraint: AI agents work as an extension of the procurement team, running entire sourcing events so teams can clear their backlogs.

Glo 2.0 is a single platform for procurement teams, with specialized AI agents that act as an extension of your team and run entire sourcing events, including negotiating with suppliers. Teams can choose to let AI run sourcing events fully autonomously or operate in collaborative mode with team members “in the loop” where specified.

AI That Reasons, Acts, and Negotiates Autonomously

Globality has long been the dedicated leader in agentic sourcing. Glo 2.0 is the next wave of that innovation with agents that reason, act, and make decisions on their own.

For years, AI in sourcing was limited to the early stages of an event; drafting an RFx and flagging relevant suppliers before handing off to a person. Procurement managers still had to run the actual event, and each could realistically manage only a handful at a time. This forced teams to prioritize which events to pursue.

Now, AI can run the entire sourcing event, from intake-to-award. It generates the RFx, finds and invites suppliers, negotiates, and analyzes the results, without a person managing each step. Trained on current negotiation techniques, Glo 2.0 handles supplier negotiations autonomously and simultaneously on the terms that matter, including price, quality, delivery, service, and risk. After the negotiation, Glo conducts scenario analysis and recommends the best supplier and scenario.

"This is the first truly autonomous sourcing platform where AI runs the complete intake-to-award process. Our agents don’t just automate a workflow; they reason through the data, decide the right approach for what’s being sourced, and act on your behalf with suppliers."
— Joel Hyatt, Co-Founder and CEO, Globality

“Globality’s autonomous sourcing represents a meaningful opportunity to scale our sourcing work, enabling us to run more events efficiently and ultimately deliver greater value.”
— Samer Ijaz, Head of Strategic Sourcing, Dropbox

Autonomy, on Your Terms

Every sourcing event carries its own risk, value, and governance requirements, so Glo 2.0 lets teams decide how much of each event to hand over. Autonomy levels can be set organization-wide, by category, or for a single event.

In Collaborative Mode, Glo 2.0 works with the team: the team leads supplier interactions and makes the award decision, while the platform delivers the commercial reasoning, builds the RFx, and sets negotiation strategy. In Autonomous Mode, Glo 2.0 works for the team: procurement defines the objectives, sets the guardrails, and approves the final award, while the platform runs everything in between. No other solution offers both options.

Glo Intake: The Intelligent Front Door for Employee Purchasing

Sourcing opportunities are often lost before they begin, buried in disconnected, rules-based legacy systems that require extensive training and inadvertently misallocate spend. Business stakeholders want to purchase a good or service, not learn a purchasing process. Complicated tools and outdated forms leave users unsure which system to use or what the procurement rules are.

Glo Intake replaces this with a single conversational front door. It interprets what the stakeholder is asking for, applies the organization’s procurement policies, and routes the request to the right path, no training or system-hopping required.

The platform runs a should-cost analysis to measure the gap between what has been submitted and what the market supports, giving procurement the clarity to identify which purchases are worth competitively sourcing before any supplier commitment is made.

Your Best Event, Every Time

Most teams reserve their deepest commercial rigor for their largest events. With Glo 2.0, every event in the portfolio — strategic indirect, tail, and direct spend alike — gets the same depth as the best event the team has ever run. Categories once too small or time-consuming to source competitively now receive full competitive treatment. Every event carries a full audit trail with AI explainability, enforces policy and guardrails automatically, and runs on a platform certified to SOC 2 and ISO 27001.

Clear the Backlog, Capture the Savings

An event that typically takes six to ten weeks now closes in days. Customers report running five to nine times more sourcing events without adding headcount, and Global 2000 companies have achieved annual cost savings of 10 to 20 percent.

Early customers are already seeing the impact:

"We’ve been impressed by what Globality has delivered for our procurement organization over the years, and the early results from autonomous mode are the most exciting yet. We’re competitively sourcing spend we simply didn’t have the capacity to reach before."
— Steve Dyson, VP of Global Indirect Procurement, HP

Packaging, Availability and Resources

Glo 2.0 is available immediately as an upgrade to Glo.

Register for the Glo 2.0 launch webinar here.

About Globality

Globality is the autonomous sourcing platform that manages the complete intake-to-award process.

We deliver 60–90% faster cycle times, 10–20% annual cost savings, and bottom-line impact for leading enterprises including BT, Tesco, Swiss Re, Fidelity, Societe Generale, UPS, and HP.

For more information, visit Globality.com.

Procurement LIVE: The London Summit
September 8-9, 2026
QEII Centre
Booth #H3

Glo 2.0 - Negotiation