e.l.f. Brands Is Bringing eyes.lips.fairgrounds. to the State Fair of Texas

Building on the success of its Minnesota State Fair debut, e.l.f. continues to meet its community where they are and join the fun

OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. Brands, including e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, part of e.l.f. Beauty (NYSE: ELF), is taking eyes.lips.fairgrounds. south. Building upon its success from its first-ever state fair activation at the Minnesota State Fair in August, e.l.f. is bringing its surprise and delight experience to the State Fair of Texas – once again showing up where no other beauty brand is to meet its community.

State fairs are more than rides, games and food: they are places where communities of all generations come together to connect through shared traditions. And that is exactly where e.l.f. wants to be.

The State Fair of Texas has been bringing people together for 140 years, and last year more than 2 million people attended across its 24 days of entertainment, tradition and community.

Amplifying the enthusiastic signals received in Minnesota, e.l.f. is producing its pickle-themed activation in Dallas. Alongside the famous Big Tex icon, the brand will have boots on the ground creating meaningful connections and gifting e.l.f. products, of course.

In Minnesota, more than 64K people passed through e.l.f.’s activation and the average guest at the e.l.f. activation spent 8 minutes getting to know how the brand shows up as a different kind of company.

From Friday, October 9, through Sunday, October 11, e.l.f. will have its larger-than-life pickle jar activation inspired by e.l.f. Cosmetics’ pickle-inspired Glow Reviver Melting Lip Balms and will debut its Texas-tall Suntouchable Invisi-Stick. Fairgoers can expect product gifting across e.l.f. Brands, including e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, while supplies last.

“At e.l.f., we don’t wait for our community to come to us; we go where they are. We saw the signals to lean into state fairs and the Minnesota State Fair reinforced something we always believed: some of the most impactful moments happen when you show up somewhere unexpected and simply connect on a deeper level,” said Patrick O’Keefe, Chief Integrated Marketing Officer of e.l.f. Brands. “Minnesota was beyond our expectations, and we are bringing that spirit to Texas. Beauty belongs everywhere and there is nothing more impactful than serving our community in the places they least expect us.”

eyes.lips.fairgrounds. is part of e.l.f.’s continued commitment to meeting their community where they are through meaningful connections: 95% of fairgoers say they attend to socialize and connect**. e.l.f. sees IRL experiences as an essential complement to its global digital footprint to build brand affinity while surprising and delighting the community. With no other beauty brand showing up at the state fair, it presents an unexpected footprint with meaningful impact.

**International Association of Fairs and Expositions (2025)

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.