How e.l.f. is democratizing NFTs

Stephen Whiteside

As an early adopter of non-fungible tokens (NFTs), cosmetics brand e.l.f. gained valuable insights from its first efforts in this area.

Cosmetics brand e.l.f. believes its early adoption of non-fungible tokens (NFTs) can provide a valuable advantage as it navigates the fast-changing digital world.

The brand put its first batch of NFTs on sale at 11am PST on June 18th, 2021, with nine tokens, or what e.l.f. described as “Crypto Cosmetics”, being made available to consumers. And each of these virtual assets were stored using blockchain, a kind of digital ledger, to prove they are unique, one-of-a-kind items that cannot be duplicated.

Moving into the NFT space might be considered a natural step for e.l.f., a youth-oriented and digitally-savvy...

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