Kettle

Changing the way
beauty does business.

  • The Webby Awards
    Webby Winner

    2025 Websites and Mobile Sites
    Corporate Communications

  • The Webby Awards
    People's Voice Winner

    2025 Websites and Mobile Sites
    Corporate Communications

L o a d i n g . . .

e.l.f. Beauty made its name selling affordable, quality makeup on the internet. Twenty years later, it continues to revolutionize the beauty industry as a billion-dollar public company with a portfolio of viral beauty brands. They asked us to build a new digital hub as disruptive as their brand, that could scale for tomorrow and beyond.

What we did

  • Product Strategy & Design
  • Art Direction
  • Design System
  • Copywriting
  • Development

Smooth scaling.

We reimagined e.l.f. Beauty's brand story across .com—from the site's information architecture to content and navigation. The new site design is both immersive and repeatable. It balances a modular design system with a flexible backend to create a digital experience that's built to scale.

Billion. Dollar. Beautification.

Every inch of the .com experience reflects e.l.f. Beauty's fearless personality. The bold color choices, the micro-animations, the unapologetic copy, the strong typographic hierarchy—it all works together to set a striking tone as we guide visitors through e.l.f.'s impressive orbit.

A few more projects we’re proud of.

Warby Parker

A fresh pair of eyes for an iconic optician.

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Nike

Bringing communities together through sports.

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Glossier

Disrupting the beauty industry with data-driven social campaigns.

View case study