E.l.f. Cosmetics and Bubble Partner on Limited-Edition Hybrid Collection

Call it a meeting of two popular beauty brands in a single packaging innovation.

In a first-of-its-kind cross-brand collaboration, E.l.f. Cosmetics and Bubble are partnering to launch a limited-edition “hybrid holy grails” collection featuring three hybrid products: Drop N’ Dunk, Glow Talk, and Camo Slide. Available online and at Target, as well as on Boots in the UK, the lineup merges one hero product from each brand into single, dual-function formats. Drop N’ Dunk fuses E.l.f.’s Bronzing Drops with Bubble’s Slam Dunk Hydrating Cream Moisturizer; Glow Talk blends E.l.f.’s Glow Reviver Lip Balm with Bubble’s Talk Back Lip Serum; and Camo Slide combines E.l.f.’s Camo Liquid Blush with Bubble’s Water Slide Hyaluronic Acid Serum. Prices range from $10 to $18.

According to Shai Eisenman, founder and chief executive officer of Bubble, the product pairings directly answer long-standing customer requests. "One of the most requested products by Bubble since 2022 is to create bronzing drops, and specifically to create the combination with Slam Dunk. So, we found a component that had never been done before and created a dual chamber that holds Slam Dunk on one side and E.l.f. bronzing drops on the other, and you mix it together in the middle," Eisenman explained.

Drop N’ Dunk is offered in three shades—Fair Gold, Copper Gold, and Pure Gold—while Glow Talk and Camo Slide are available in Berry Well, Pinky Promise, and Dusty Rose.

Eisenman attributed the partnership to an overlap in their respective customer bases. "A lot of our community members use E.l.f. for their makeup. They absolutely love the products, the brand, and everything they're doing, and then they use Bubble for their skincare," she said.

Explaining why the collaboration made sense for E.l.f., chief marketing officer Oshiya Savur highlighted the brand’s strategy of partnering with disruptive peers both inside and outside cosmetics. "When we think about our brand collaborations, we’re always looking at kindred spirits who share our ethos and community-driven approach," Savur said. "Two beauty companies coming together and collaborating is very disruptive in its own right." Such co-branded partnerships reflect a broader industry trend where unexpected brand mashups—such as when Pepsi tested the personal care market with Glamlite—help drive viral community engagement.

Given E.l.f.’s active dealmaking history, which includes acquiring brands like Rhode, Well People, and Naturium, the launch highlights how major mass players stay connected to high-growth indie labels. Independent beauty M&A remains dynamic across categories, as seen in recent transactions like TSG Consumer acquiring a majority stake in Saltair. Asked if this collection signals future corporate deals, Savur noted that E.l.f. is always exploring partnership ideas, provided the core ethos aligns.

Meanwhile, Bubble previously engaged Centerview Partners in late 2025 to evaluate strategic options to scale the business and expand its reach. Eisenman has since confirmed that the skincare brand is no longer seeking a deal, stating, "We’ve decided to stay independent."