E.L.F. Joins Hello Sunshine Launch of New, Multimedia and Experiential Brand Sunnie--A Cultural Powerhouse and Community Built to Fuel the Next Generation of Women
ELF
Published on 06/18/2025 at 10:06
e.l.f. is partnering with Hello Sunshine to make the future brighter - with young women leading the way. e.l.f. announced its foundational partnership in the launch of Sunnie, a first-of-its kind media, experiential and lifestyle brand created to support, inspire and champion the next generation of women as a full ecosystem and community. The founding principle is that teens and young women need tools - not rules - to succeed without the pressure of having everything all figured out.
As Sunnie's partner, e.l.f. is proud to support the Reese Witherspoon-founded Hello Sunshine in building a highly inclusive online and offline experience that champions curiosity, celebration and connection. Sunnie offers a safe space for young women to nurture themselves and one another on their own terms. It's a movementoted in a belief that confidence is a muscle, community is a fuel and joy is a form of creativity. To ground the platform in real insights, Sunnie commissioned a research report in partnership with Etre and Ypulse - The Gen Z Rewrite - surveying 1,000 girls ages 13-18.
Sunnie is a direct response to the learnings, prioritizing a content, community and experiential platform designed to deliver the positivity, inclusivity and accessibility these young women need versus performative marketing. The data found that 92% of 13- to 18-year-olds appreciate brands that encourage them to define success in their own way. As a foundational partner, e.l.F. is supporting Hello Sunshine as it creates a multifaceted content engine across platforms, including: Emotional wellness and identity; Story storytelling and shared experience; Real-life tools - delivered playfully; Self-expression and style discovery.
A highlight to support self-expression and empowerment is a feature called color e.l.f.-nalysis, a beauty-meets-identity tool featured in Sunnie's newsletter and on Pinterest that helps users discover their "color season" and own their personal aesthetic.