# Gaming-Themed Makeup Collections The e.l.f. Cosmetics 'Game Up' Collection is Vibrant By Michael Hemsworth | Published 2022-07-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/elf-cosmetics-game-up-collection References: [happi](https://www.happi.com/contents/view_breaking-news/2022-07-11/elf-cosmetics-is-here-to-play-get-ready-to-game-up/) & [elfcosmetics](http://elfcosmetics.com/) The e.l.f. Cosmetics 'Game Up' collection is a new lineup of makeup products arriving for avid gamers to incorporate into their favorite routines. The limited-edition range of makeup products are themed with 8-bit video games in mind and are named to further create a correlation to gaming. The products come in seven varieties including the Game Up Eye Win Eyeliner Pot, Game Up Shield Me Setting Mist, Game Up Rez-Me Awakening Face Mask, Game Up Rez-Me Awakening Eye Cream, Game Up Ready to Play Eyeshadow Palette, Game Up Bonus Points Lip Gloss Mask, Game Up Gotta Nail Them All Kit and the Game Up Extra [Life](https://www.trendhunter.com/trends/backstage-essential-collection) Kit. Vice President of [Integrated Marketing Communications](https://www.trendhunter.com/trends/sometimes-its-not-stealing) Patrick O'Keefe commented on the new e.l.f. Cosmetics 'Game Up' collection saying, "Elf was an early adopter in beauty on [Twitch](https://www.trendhunter.com/trends/elf-cosmetics-twitch). We want to uplift and empower all creators in the gaming world through inclusivity, positivity, and accessibility. We are excited to continue to break boundaries at the intersections of entertainment, gaming and beauty.” ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 44% | Activity: 82% | Freshness: 12% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Gaming-themed Makeup Collections:** The trend of creating makeup products with a gaming theme is disrupting the beauty industry by attracting new customers with unique interests. - **Limited-edition Product Lines:** The trend of limited-edition makeup collections is disrupting the cosmetic industry by creating a sense of urgency and exclusivity among customers. - **Incorporating Pop Culture Into Beauty Products:** The trend of incorporating pop culture themes into makeup lines is disrupting the beauty industry by appealing to customers' interests outside of beauty. ### Sectors Adopting This - **Cosmetic Industry:** The cosmetic industry has an opportunity to explore unique and diverse themes when it comes to new product launches like gaming-themed makeup collections. - **Entertainment Industry:** The entertainment industry can explore beauty collaborations with makeup brands like e.l.f who are creating limited-edition collections based on entertainment themes. - **Gaming Industry:** The gaming industry can explore more collaborations with makeup brands and beauty influencers to expand its reach and tap into new markets. ## Related on Trend Hunter - [Video Game-Inspired Makeup Ranges](https://www.trendhunter.com/trends/pat-mcgrath-labs-x-candy-crush-saga.md) - [Inclusive Beauty Games](https://www.trendhunter.com/trends/elf-beauty-glow-up.md) - [Makeup Water Brand Collections](https://www.trendhunter.com/trends/corpse-paint-makeup.md) - [Tycoon-Style Beauty Games](https://www.trendhunter.com/trends/elf-cosmetics-2.md) - [Exclusive Game-Face-Ready Collaborations](https://www.trendhunter.com/trends/spirit-stripes.md) - [Festive Film Makeup Collections](https://www.trendhunter.com/trends/revolution-beauty-x-elf-collection.md) - [Collaborative Date-Ready Cosmetics](https://www.trendhunter.com/trends/elf-beauty.md) - [Fantasy-Comedy Makeup Collabs](https://www.trendhunter.com/trends/colourpop-x-dreamworks-shrek.md) - [Sports-Fan-Inspired Beauty Campaigns](https://www.trendhunter.com/trends/eyes-lips-face-fandom.md)