e.l.f. Beauty is hosting a live activation today at 410 Lafayette Street in New York City from 10AM – 6PM ET, where the public is invited to “give an e.l.f.” — literally and figuratively.

At a custom kiosk, visitors can select a cause they care about, and e.l.f. Beauty will make a donation to a nonprofit organization focused on that cause.

Participating guests will receive a printed receipt confirming the donation and are invited to take their receipt to the gift bar in exchange for e.l.f. Beauty products.

At least 2% of e.l.f’s prior year’s profits – totaling more than $2.5 million in FY2025 – were donated to changemaking causes that align with the company’s values, spanning boardroom diversity, animal welfare, health and wellness, women's empowerment, LGBTQ+ advocacy, disaster relief and more