e.l.f. Cosmetics Conjures Up “The e.l.f.ing Magical Sisters” a Spooky Season Campaign Highlighting Soft Glam Cream Blush & Bronzer Sticks

OAKLAND, Calif.--(BUSINESS WIRE)--Sep 30, 2026--

e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), has brewed up the entertainment-led brand awareness campaign “The e.l.f.ing Magical Sisters,” casting a spotlight on e.l.f. Cosmetics’ Soft Glam Cream Blush & Bronzer Sticks. This spellbinding campaign is equal parts coven and comedy – and just in time for spooky season. With a more beguiled-than-bewitched cinematic lens, three modern-day witches discover the secret to glam doesn’t require a magic wand, just a Soft Glam Cream Blush & Bronzer Stick. The spot features Netflix’s “Stranger Things” star Priah Ferguson, “The Studio” star Keyla Monterroso Mejia, and actress Bebe Wood of “Mean Girls 2024.”

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260929037511/en/

Bringing the e.l.f. twist along with its signature wit and wink, the campaign’s script was penned in partnership with Anna Drezen, a “Saturday Night Live” head writer alum from seasons No. 46 and 47 and directed by Hannah Levy of Hungryman Productions. The campaign was concepted in-house by e.l.f. Made, e.l.f.’s entertainment arm, celebrating the real heroes of the story: Soft Glam Cream Blush and Bronzer Sticks.

“Our community has told us the Soft Glam Cream Blush and Bronzer Sticks are so creamy, so sculpting, pigmented and blend-able, they must be magic. So, we did what we do: We leaned in. ‘The e.l.f.ing Magical Sisters’ delivers the disruptive, laugh-out-loud entertainment e.l.f. is known for,” said Oshiya Savur, Chief Marketing Officer of e.l.f. Brands. “Spooky season is a cultural moment for every eye, lip and face to join. Showing up to meet the moment with humor, witches and a best-selling product is how we are taking insights to action for the e.l.f. heart to beat in lockstep with culture.”

The award-winning Soft Glam Cream Blush & Bronzer Sticks have already cast a serious spell on shoppers: 50% of purchasers are new to e.l.f.* Infused with 2% shea butter and 1% sunflower seed oil, they glide on smoothly and create a magically natural finish. And, of course, they deliver value at an OMG price.

“The e.l.f.ing Magical Sisters” goes live today across e.l.f. channels including YouTube, TikTok and Instagram. e.l.f. Cosmetics Soft Glam Cream Blush and Bronzer Sticks, along with the entire Soft Glam family of products, are available now at elfcosmetics.com, Ulta, Target, Walmart, Boots, Superdrug and Amazon for $7/£7.

Watch the campaign video here.

*e.l.f. Cosmetics internal sales data, May-September 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.

Just in time for spooky season, e.l.f. Cosmetics has brewed up “The e.l.f.ing Magical Sisters,” casting a spotlight on e.l.f. Cosmetics’ Soft Glam Cream Blush & Bronzer Sticks.

Just in time for spooky season, e.l.f. Cosmetics has brewed up “The e.l.f.ing Magical Sisters,” casting a spotlight on e.l.f. Cosmetics’ Soft Glam Cream Blush & Bronzer Sticks.

Just in time for spooky season, e.l.f. Cosmetics has brewed up “The e.l.f.ing Magical Sisters,” casting a spotlight on e.l.f. Cosmetics’ Soft Glam Cream Blush & Bronzer Sticks.

SAN DIEGO (AP) — Michael King has not allowed a hit through six innings in the San Diego Padres ' Wild Card Series opener against the Chicago Cubs on Tuesday night.

The veteran right-hander yielded three walks in the first six innings of his third career playoff start, and another Cubs batter reached on an error by shortstop Xander Bogaerts. King didn't allow any runners to score, and he struck out six while the Padres stormed to a 7-0 lead over Chicago through 5 1/2 innings.

The 31-year-old King was the obvious choice to start the Padres' opener in their fifth playoff trip over the past seven seasons. He went 12-10 with a 3.21 ERA over 32 starts in the regular season, providing a steady presence and a 1.18 WHIP.

King showed how fired up he was for this playoff opportunity when he began the game by striking out probable NL MVP Pete Crow-Armstrong on three pitches. King threw a fastball during the at-bat that hit 97.6 mph — his fastest pitch in a Padres uniform.

King also struck out Alex Bregman in the first. Seiya Suzuki reached on Bogaerts' awful throw in the second and eventually advanced to third, but no farther.

Crow-Armstrong walked and stole second in the third inning, but King struck out Bregman again to end it. Suzuki drew a walk in the fourth, but couldn't advance.

King spent his first four major league seasons with the Yankees, largely as a reliever. He was traded to San Diego in December 2023 as part of the seven-player deal for Juan Soto, and King has been a solid rotation member for the Padres ever since.

King made his first postseason start two years ago for the Padres in Game 1 of the NL Wild Card Series against Atlanta, four years after his postseason debut with the Yankees. He racked up 12 strikeouts against the Braves over seven innings of five-hit ball in a 4-0 victory.

King was slowed by injuries last season, and he made just one appearance in the Padres' tough three-game loss to the Cubs in the Wild Card Series. He re-signed with San Diego in the offseason and emerged as the most dependable starter in a turnover-plagued rotation.

King's excellence aside, the 91-win Padres jumped all over the Cubs and starter Matthew Boyd in the series opener at raucous Petco Park.

Fernando Tatis Jr. hit San Diego's first postseason leadoff homer on Boyd's first pitch, and Manny Machado added another first-inning homer and a third-inning RBI double. Xander Bogaerts homered in the fourth, and Jackson Merrill added a two-run single in the fifth to break it open.

The Padres have thrown just two no-hitters in the history of a franchise that began play in 1969 — and both of them happened in the past six seasons.

Joe Musgrove, a surprise addition to San Diego's current postseason roster Tuesday after missing the past two regular seasons while recovering from Tommy John surgery, made history for his hometown team by blanking Texas on April 9, 2021.

Dylan Cease followed on July 25, 2024, by no-hitting Washington.

See AP’s full MLB coverage here

San Diego Padres pitcher Michael King (34) throws in the first inning of Game 1 of the National League Wild Card baseball playoff series against the Chicago Cubs Tuesday, Sept. 29, 2026, in San Diego. (AP Photo/Gregory Bull)