e.l.f. Cosmetics Unleashes Limited-Edition “Pawer Grip Primer Small Dog Toy”, Supporting Animal Welfare

e.l.f. extends its commitment to cruelty free, vegan and e.l.f. clean beauty for every eye, lip, face, paw and fin in partnership with Best Friends Animal Society

e.l.f. Cosmetics is wagging its tail with excitement over its latest launch: a playful dog toy inspired by the No. 1 selling mass cosmetics product, Power Grip Primer.¹ e.l.f. seeks to unite beauty enthusiasts and their pets with a shared experience that is fun and engaging for all.

Up to 81% of e.l.f.’s community conversation focuses on the company’s commitment to be e.l.f. clean, vegan and cruelty free, double-certified by Leaping Bunny and PETA². In response, e.l.f. created the "Pawer Grip Primer Small Dog Toy” to celebrate its furry friends and the beloved Power Grip Primer, one of which sells every 3.5 seconds³.

e.l.f. is an official partner of Best Friends Animal Society, a leading national animal welfare organization, and is donating $25,000 to the organization’s efforts to support pets and people impacted by the California wildfires. Additionally, e.l.f. will further support Best Friends’ wildfire emergency response by featuring the organization on its “Change Up” e-commerce feature on elfcosmetics.com. Purchasers on the site can round up their purchase to the nearest dollar, with the difference donated directly to Best Friends starting today through the end of the month. Since the start of the devastating 2025 Los Angeles fires, over 1,000 pets have been positively impacted by Best Friends’ work.

"At e.l.f., we strive to delight every eye, lip, face, paw and fin—we especially love our furry friends," said Laurie Lam, Chief Brand Officer, e.l.f Beauty. "Just as our Power Grip Primer gives makeup an unstoppable hold, we wanted this dog toy to grip the hearts of pet owners and pups alike. Pets are family, and they deserve all the love and care we can give, just like our e.l.f. community. Our partnership with Best Friends Animal Society reflects our commitment to every member of the family, reinforcing our dedication to positivity, inclusivity and accessibility. Now, while our human community can't get enough of Power Grip Primer, our four-legged friends can enjoy a version designed just for them, bringing the e.l.f. experience to every corner of the home."

“Best Friends is grateful to e.l.f. for their generous support of our ongoing efforts to help people and pets impacted by the California wildfires,” said Julie Castle, CEO, Best Friends Animal Society. “We’re proud to partner with e.l.f. in the midst of this fun and creative dog toy launch to help save the lives of more dogs and cats in shelters across the country.”

Complementing e.l.f.'s “eyes. lips. face. fandom.” campaign, rallying sports fans around Power Grip Primer, the "Pawer Grip Primer Small Dog Toy” disrupts norms, shapes culture and connects communities through positivity, inclusivity, and accessibility.

As the Official Cosmetics Partner of Animal Planet's Puppy Bowl XXI, e.l.f.’s "eyes. lips. face. fandom." campaign will be featured across platforms on Sunday, February 9.

Giving back is part of e.l.f.’s DNA, donating 2% of profits annually to drive positive impact. Through the brand’s partnership with Best Friends, all pets featured in the “Pawer Grip Primer Small Dog Toy” campaign are available for adoption at Best Friends Animal Society’s lifesaving center in New York City. For more information about Best Friends and pets looking for loving homes, please visit bestfriends.org.

The limited-edition “Pawer Grip Primer Small Dog Toy” will be available for $8 on elfcosmetics.com starting at 12:00 p.m ET / 9:00 a.m. PT on Thursday, February 6.

¹ e.l.f. Cosmetics claim based on data reported by NielsenIQ through its Scantrack Service for the Mass Market Color Cosmetics category for the 52-week period ending November 2, 2024 for the US xAOC channel according to e.l.f. Cosmetics custom product hierarchy. Copyright © 2024, Nielsen Consumer, LLC.
² Based on e.l.f. internal study, April 2024
³ Internal e.l.f. Account Insights, Global Consumption Data, (L52WE 11/9/24)