e.l.f. Brands Will Surprise and Delight as the Only Beauty Brand at the Minnesota State Fair

With eyes.lips.fairgrounds., e.l.f. is meeting its community where they are at this end-of-summer tradition

OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. Brands, comprised of e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, part of e.l.f. Beauty (NYSE: ELF), will make its state fair debut with an activation at the Minnesota State Fair. As the only official beauty brand sponsor, e.l.f. is meeting its community where they are connecting with the nearly 2 million attendees through the traditions every eye, lip and face loves: food, fun and product gifting.

State fairs are community-centric extravaganzas that celebrate shared experiences. A big draw for the Minnesota State Fair, just named the nation’s best*, is the food. e.l.f. knows a thing or two – or actually three, in this case – about food, recently launching its three-pickle inspired Glow Reviver Melting Lip Balm collection: The Real Dill, e.l.f. von Dill and Spicy Lil’ Dill.

Knowing attendees at the Minnesota State Fair consume nearly 2.1 million pickle chips each year**, e.l.f. is showing up with a surprise-and-dill-light experience. Featuring a 10-foot-tall pickle jar, e.l.f.’s activation will be hard to miss on Wright Ave within the fairgrounds.

And when the state fair flair takes flight, e.l.f. is there, transforming the iconic Skyride to feature flavors and textures of e.l.f. Cosmetics Glow Reviver Melting Lip Balms. Branded gondolas and QR codes for digital-extension giveaways of e.l.f. Cosmetics Fine as Fleck Glitter Eyeshadow will live during the entirety of the fair (while supplies last).

eyes.lips.fairgrounds. presents e.l.f. a unique opportunity to connect with the community:

• 95% of fairgoers say they attend to socialize and connect***
• Across the U.S., state fairgoers often cite food as the No. 1 attraction
• Zero beauty brands have shown up on the Minnesota State Fairgrounds in St. Paul, Minn., in at least 20 years

As more consumers desire offline moments, IRL events have grown in resonance and importance. 74% of Gen Z say in-person experiences are more important than digital ones and 84% say they have developed close friendships from attending in-person events****. e.l.f.'s activations at the state fair bring its e.l.f.ies together at one of the most iconic community events in the U.S.

“Shared experiences are what builds our emotional connection with our community, that is why we are so invested in meeting them where they are. We are growing our e.l.f. nation – leaning into subcultures in a way only e.l.f. can. What better way to serve our community than by making this moment the `Real Dill’?” said Patrick O'Keefe, Chief Integrated Marketing Officer of e.l.f. Brands. “State fairs bring together every generation, every background and every story. That's the kind of community e.l.f. exists for.”

e.l.f.’s eyes.lips.fairgrounds. activation will be live Aug. 27-30 at the Minnesota State Fair, with product giftings across all e.l.f. Brands, including e.l.f. Hair for the first time in a consumer activation of this scale (while supplies last). The state fair foodie fun continues in Texas in October when e.l.f. Brands will activate on the ground in Dallas to honor “Big Tex.”

*USA Today Best State Fairs (2026)
**Minnesota State Fair (2026)
***International Association of Fairs and Expositions (2025)
****Eventbrite Social Study (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.