e.l.f. and Bubble are up to something
See the IG craziness here.
*Free Saturday letter for an interesting beauty “investigation” — enjoy!
With recently acquiring Rhode, all eyes are on e.l.f. and what direction they’re going in business-wise.
Today, followers of Bubble and e.l.f. are a bit confused with their Instagram stunts. Not following them? Here’s what’s going on:
Bubble’s IG now has the e.l.f. logo as it’s profile picture
e.l.f.’s IG now has the Bubble logo as it’s profile picture
Both brand’s posted this reel:
“Wait…what? 🤔 Is this happening to anyone else? @elfcosmetics … I mean @bubble… explain yourselves! ‼️,” the caption read.
Obviously, they’re up to something. People in the comments are speculating that e.l.f. also bought Bubble. One person wrote, “Did you get bought out too?” Another user commented “A COLLAB WE NEEED.”
Yesterday e.l.f. and Bubble posted similar graphics to their feed. “That one drawer everyone has in their bathroom,” the post read. Both brands included similar products in the graphic.
I’m sure both brands will continue to tease what’s to come over the weekend—but whatever it is, I hope it’s something new and worth the wait.
ICYMI, I wrote about e.l.f.’s recent billion dollar purchase of Rhode and I interviewed the founder of Bubble about their products. Check them out here:
