Channel 4.0, Channel 4’s digital-first brand for YouTube, has signed a branded deal with e.l.f. Cosmetics. Popular with teens, the brand, which is clean, vegan, cruelty free and Fair Trade Certified, will become the ‘official beauty partner’ of Channel 4.0.
The commercial partnership deal is the first for Channel 4.0 and was fostered by Wavemaker Select on behalf of e.l.f. Viewers will be able to watch e.l.f.’s recent viral ad, followed by a new branded series for YouTube that will follow later this year.
David Amodio, deputy head of commercial innovation and 4Studio at Channel 4 said: “4.0 is a channel launch rooted in British youth culture and has got off to an incredible start. We’re hugely passionate about working with like-minded brands to create authentic content that lands with young audiences and therefore over the moon to be working with e.l.f. We’re confident this is the start of an exciting relationship.”
Christine Cassidy, VP and general manager, international, e.l.f. Beauty added: “e.l.f. is about disrupting norms, shaping culture and connecting communities, and teaming up with Channel 4.0 not only connects these dots but takes us further into entertainment. We are excited to show that beauty is for every eye, lip and face.”
Since its launch in October 2022, Channel 4.0 has commissioned 16 series, with a new slate announcement to come. Its shows feature talent including Chunkz, Nella Rose, Mist, Harry Pinero, Alhan Gençay, Dreya Mac, Spuddz and America Foster.
e.l.f. Cosmetics’ partnership with Channel 4.0 was brokered by Jodie Miles, content lead in 4Sales and e.l.f. Cosmetics media agency, Wavemaker.
