e.l.f. Cosmetics Launches its First Beauty Shopping Experience for Apple Vision Pro

a Multi-Sensory, Immersive visionOS App, Developed by Obsess

e.l.f. Cosmetics (NYSE: ELF) announced today that it launched one of the first beauty shopping apps for Apple Vision Pro, the new spatial computer from Apple that blends digital content with the physical space around you.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20240202593487/en/

e.l.f. Cosmetics launches one of the first beauty shopping apps for Apple Vision Pro. Download “your best e.l.f.” in the new visionOS App Store. (Graphic: Business Wire)

The “your best e.l.f.” visionOS app includes first-of-its-kind features specifically designed for Apple Vision Pro to take advantage of its three-dimensional (3D) user interface that users control with intuitive hand and eye movements.

The spatial experience encourages users to unwind and explore the best versions of themselves through playful, inspirational environments that contextualize an assortment of 3D e.l.f. products. In addition to shopping via Apple Pay, users can participate in relaxing activities to be “your best e.l.f.” such as guided meditations, stretching exercises and an interactive “Paint by Numbers” game.

The app was created in partnership with Obsess, an immersive shopping platform and visionOS developer.

“`Your best e.l.f.’ is a game-changing beauty experience that welcomes users to relax, de-stress and focus on being their best self,” said Ekta Chopra, Chief Digital Officer, e.l.f. Beauty. “Partnering with Obsess to launch one of the first beauty shopping apps for Apple Vision Pro is an evolution for our brand, which has always been digitally-led. We are champions for innovation and new technology platforms. The decision to launch on Apple Vision Pro is not only natural for us; it is critical to continue to meet our community – and entertain them – wherever they are.”

Users are invited to explore three distinct environments – Camo Cove, Big Mood and Halo Glow – each themed after an e.l.f. holy grail product available for sale within the app. Each environment enables users to experience e.l.f. in a way that has not been possible before with other devices. All in-app products and scenes have been modeled in 3D and rendered at a 4K display from each eye of the device.

“We know that emotional connection plays a large role in consumer decision-making, and that's the intention behind the e.l.f. app for Apple Vision Pro," said Neha Singh, CEO and Founder, Obsess. "The `your best e.l.f.’ is a space where the e.l.f. community can indulge in a deeper relationship with the brand through immersive exploration and branded games. Offering users an entirely new way to engage with the brand, the app paves the way for a new era of spatial shopping and immersive storytelling for beauty.”