Zero Distance, because we give an e.l.f. 🫶
Welcome to Zero Distance, a different kind of Substack, from the e.l.f.z of e.l.f. Beauty.
We always say our strongest superpower at e.l.f. Beauty is our people. We are One Team, One Dream.
Our e.l.f.z (what we call ourselves!) are behind the scenes developing formulas and shades, planning hot drops, answering DMs, crafting e.l.f.ing entertaining content and showing up for our community, every single day.
If you stripped away our products, our campaigns, our shelves and our studios, you’d still find the heart of e.l.f. Beauty: a whole lot of people who care about the world, each other and you.
So we wanted to create a space where all of us can meet without barriers.
We’re launching this Substack, Zero Distance, because we give an e.l.f. — about beauty, about belonging and, most of all, about you, the people who make this community what it is.
Zero Distance isn’t just a corporate phrase to us. It’s how we work, talk, build, disagree, create and laugh together. It’s also a commitment. Consider this our shared room, where the walls between e.l.f.z and the community who inspires us disappear.
A seat at the table, an invite to the best group chat – you get it.
Here, you’ll find open dialogue, inside stories, the messy but magical behind-the-scenes moments that shape the work we do and the ideas and causes that keep our mission moving forward. 🚀
Zero Distance is editorially driven to turn e.l.f. Beauty inside out. We’ll share stories from across our orbit, including our six brands — e.l.f. Cosmetics, e.l.f. SKIN, Well People, Keys Soulcare, Naturium and rhode — and the people shaping them.
Not just to talk beauty (though trust us, we will), but to bring you into the rooms, Zooms, Slack threads and brainstorms where our e.l.f.z — from product developers to our CEO — bring this brand to life every day. “Zero Distance” is our promise to keep that connection human, open and real.
You may know us for delivering premium-quality cosmetics and skincare at accessible prices. But behind that is a team of people obsessing over campaigns, partnerships, shades, shades of shades — and, most importantly, how they’ll make you feel.
It’s more than makeup. It’s what we give an e.l.f. about: purpose, people, passion, performance and possibilities.
It’s also a direct line for us to learn from each other — at Zero Distance.
It’s meant to democratize access to the best of everything and connect the doers, dreamers and everyday bold disruptors who, above all, are kind-hearted — who lead with their head, heart and soul. 🫶
Our Substack is free for every eye, lip and face to enjoy.
What the e.l.f. is e.l.f. doing on Substack❓
To truly delight and serve our community and share what goes on at e.l.f.
That’s it. That’s the brief. ✔️
Our vision has always been to create a different kind of company — one that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility.
Our mission is simple: to make the best of beauty accessible to every eye, lip, and face.
This new space is an extension of that mission. We keep it e.l.f.ing real. And we have a whole lot of fun doing it.
Don’t expect internet slop and brain rot — the algorithm fatigue is seriously real — or sly marketing posing as something else.
We’ll discuss beauty, of course, but there is so much more that makes e.l.f. Beauty special besides our e.l.f. Power Grip Primer, rhode peptide lip treatment or Well People Daygleamer Mineral Sunscreen. (Though they are pretty e.l.f.ing great, frankly.)
It’s a place where you’ll meet the e.l.f. fam: The chemists who obsess over textures. The creatives who chase the weird and boldly disrupt. The marketers who meme at lightning speed. The e.l.f.z across our six brands who show up every day with heart. The humans who make decisions, make mistakes, make magic and make you part of the process.
Zero Distance is also a peek behind the scenes and an invitation to join conversations about what really matters — kindness, equity, creativity and courage. AKA: If beauty isn’t your bag, or not the only thing in it, you’ve come to the right place!
Most importantly, it will be real human moments. Weekly profiles, essays and Q&As with real people with transparent storytelling and topics worth getting loud about.
Underneath the fun, the memes and the chaos of creation, there’s a team who genuinely cares — or “Gives an e.l.f.” as we like to say — and that’s what this space is built on.
Our “Give an e.l.f.” campaign was born from that same spirit — and now, we’re inviting you into the dialogue.
Who the e.l.f. is writing this⁉️
No mystery here. Storytellers!
I’m Nadine, your e.l.f.itor. I’m here breaking the fourth wall because here on Zero Distance, we don’t believe in putting up walls. I joined e.l.f. a few months ago after 15 years as a reporter and editor in New York City. I’ve written and edited thousands (seriously!) of stories about fashion, beauty, culture, Hollywood, business, the arts and extraordinary people. I’ve interviewed celebrities, artists, scientists, politicians — you name it.
Nowadays, I’m still reporting ... on the e.l.f. beat! The first thing I noticed? How many people here genuinely root for one another, and how often ideas come from surprising places — interns, creators, assistants, execs, everyone.
The same way I am discovering new parts of the e.l.f.iverse (that’s one of our many e.l.f.isms!), I’ll be bringing you along with me for the ride and showing the inner workings of e.l.f., too. Spoiler alert: It’s e.l.f.ing fascinating!
I’ll be curating our editorial about the e.l.f.iverse, narrating and writing along with our contributors, columnists and e.l.f.z with a passion for making the world a better place for every eye, lip and face. Everyone dreaming, questioning, experimenting and pushing us forward.
And there’s no way I can do it alone. I can’t be the only one yapping! (And, trust me, you don’t want that. 🤣)
You’ll also hear from other voices: A rotating crew of contributing editors, guest columnists, regular contributors and more surprises to come. (Drop me a line if you’re interested!)
How to Substack 🧐
If you’re new here — welcome! Accessibility in every meaning of the word matters to us, so we’ll give you a little Substack 101.
TLDR: It’s a newsletter, website and community all in one.
You can sign up to subscribe to our feed or have Substack email newsletters directly to your inbox. (If you can’t find them, check your spam or Promotions folder.) Every new post will land straight in your email.
If your inbox is full, you can also skip email alerts and read everything anytime on our homepage via web browser or the Substack app.
Explore and read what speaks to you — we’ll recommend a rotating list of favorites soon (and please tell us yours!). Some posts may require paid subscriptions, which support the creators, journalists and writers working behind the scenes. ⭐
Join the community in the comments, on Notes, or via direct messages. We champion positivity, inclusivity and accessibility, so our Substack will always remain that way in comments and beyond.
For a spam-free, ad-free experience — plus audio and community features — get the Substack app.
And if you’re already a Substack regular, tell us what you’re reading and which creators you love!
Got requests? ✋
Zero Distance is a two-way street. We genuinely want to hear from you because your ideas, feedback and stories help shape our work more than you probably realize.
Write a letter to the “e.l.f.itor.” Hit reply or drop a comment right here — I’ll read every note. 👀
Zero Distance means zero, seriously. 💯🎯
So, tell us what you give an e.l.f. about.
Also, tell us about you! Take our new reader survey, and make sure to let us know what you want to see here. We have so much ground to cover together!
I’m going to end with some words from our Chairman and CEO, Tarang Amin. (Read a note from him here.) Our fearless leader shares this often with our team. We feel it every day in the way we work, lift each other up and chase what’s next together.
“You are joining us at exactly the right time. We are just getting started!”
That we are! 💖
Welcome to substack!!!!
welcome! super excited ✨