Beauty and gaming just hit warp speed.

e.l.f. Cosmetics has teamed up with Honkai: Star Rail, the interstellar RPG juggernaut from HoYoverse with 150M+ downloads, to launch a partnership that’s as bold as it is brilliantly targeted.

Why This Matters for Marketers

• Gaming and beauty are two of Gen Z’s most defining lifestyle verticals.

• e.l.f. is meeting fans where they actually hang out—Twitch, Anime Expo, and gaming socials.

• Honkai: Star Rail isn’t niche—it’s global, top-grossing, and adored for its characters.

• This isn’t a one-off—it’s part of a long-term, cross-medium strategy.

What This Collab Delivers

• Shared storytelling: Let fans embody characters like Kafka & Robin IRL through makeup.

• Lifestyle expansion: For gamers, e.l.f. becomes the gateway to accessible beauty.

• Omnichannel activation: Sweepstakes, social engagement, cosplay contests, livestreams, and on-site Anime Expo experiences.

How to Measure Success

• Sweepstakes engagement: Entry rates, UGC, follower growth on @elfcosmetics

• Booth traffic & event impressions at Anime Expo

• Conversion lift for Honkai-themed products or gift card redemptions

• Social sentiment analysis around brand mentions, crossover memes, and cosplay content

• Crossover retention: Are beauty users trying Honkai? Are gamers sticking with e.l.f.?

The Big Picture

The future of fandom is cross-platform.
Beauty, gaming, and storytelling aren’t separate—they’re part of the same universe.

From cosplay-ready looks to controller giveaways, e.l.f. and Honkai have pulled off something rare
A partnership that feels authentic, aspirational, and deeply fan-first.

Want to bring your brand into the gaming world? Talk to us at Mana Partners. We'll help make it happen.