Channel 4.0, Channel 4’s new digital-first brand for YouTube, has signed its first branded deal with e.l.f. Cosmetics.

The commercial partnership deal is the first for Channel 4.0 and will see e.l.f. Cosmetics, become the Official Beauty Partner of Channel 4.0.

Viewers will be able to watch e.l.f.’s , which premiered during the NFL Big Game just last month, followed by a new branded series for YouTube that will follow later this year.   

e.l.f. cosmetics, which stands for eyes.lips.face., is clean, vegan, cruelty free and Fair Trade Certified^TM. As one of the first online beauty brands, e.l.f. continues to attract a highly engaged audience and set benchmarks with new digital platforms.

Christine Cassidy, Vice President and General Manager, International, e.l.f. Beauty says: 

“e.l.f. is all 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 reach new audiences and show that beauty is for every eye, lip and face.” 

Sacha Khari, Head of Digital Commissoning at Channel 4, adds: “We’re delighted to see how beautifully Channel 4.0 has landed in only a few short months, earning and establishing a loyal fanbase who are loving the content and its amazing creators. This new partnership with e.l.f. is perfectly aligned with 4.0; and most excitingly, we have a phenomenal show in development together that I just can’t wait to share with our audience…watch this space!”