After its pickle lip balm sold out in eight minutes, e.l.f. is bringing it back with three new shades and a first-ever state fair activation.
e.l.f. Cosmetics, a brand under e.l.f. Beauty, is bringing back its pickle-inspired Glow Reviver Melting Lip Balm in three limited-edition shades starting tomorrow. The launch follows the viral success of the original pickle-flavored lip balm earlier this year, which the company says sold out in eight minutes. e.l.f. says the expanded collection is a response to that demand, pointing to a YPulse report finding that more than 20% of Gen Z describe themselves as “obsessed” with pickles.
The original launch brought a wave of new customers to the brand, with e.l.f. reporting that 77% of purchasers were new to the company. This time, the collection expands the concept across a range of pickle styles, from “classic dill” to “spice seeker,” while keeping the shine and hydration of e.l.f.’s existing Glow Reviver line.
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The new drop includes:
- The Real Dill — a return of the original sharp, classic pickle flavor in a sheer green shade.
- e.l.f. von Dill — a lighter, sweet-salty-tangy take with a glossy pearl finish.
- Spicy Lil’ Dill — a new plumping formula with a spicy kick and a deep red sheen.
- Briny Blender — a pickle-themed makeup sponge.
The lip balms are priced at $9 (£9/€10) each.
“When our community speaks, we listen. With the first launch of our pickle-flavored Glow Reviver Melting Lip Balm, we popped the lid on a new wave of fandom,” said Laurie Lam, chief brand officer of e.l.f. Cosmetics. “We moved at e.l.f. speed to bring our community more of what they love. Within weeks of our first drop, our teams were testing new flavors and ramped up our innovation pipeline to meet this cultural craving. And as we learned in real time, the depth of passion out there for pickles, it was an opportunity to stretch further to produce something like the plumping formula in Spicy Lil’ Dill. We are here answering the call for more fans to get in on the fun.”
“At Ulta Beauty, we’re always looking for opportunities to bring our guests the beauty moments everyone is talking about, and e.l.f.’s latest Big Dill collection is a perfect example of how innovation, culture and community come together to create excitement,” said Kaitlin Rinehart, vice president of merchandising at Ulta Beauty. “We’re proud to be the exclusive retail destination where guests can discover this viral collection in person and experience its playful, limited-edition scents and exclusive gift with purchase firsthand. Launches like this reflect our commitment to curating a culturally relevant assortment that sparks discovery, creates memorable shopping experiences and makes the latest beauty trends accessible to both new and loyal guests.”
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The collection launches in the U.S. on Aug. 20 at elfcosmetics.com, Ulta.com and TikTok Shop — marking the first time e.l.f. has sold through Ulta Beauty’s TikTok Shop. All three lip balm flavors and the Briny Blender sponge will also be available in Ulta Beauty stores starting Aug. 23, with a gift with purchase while supplies last. The collection launches in the U.K. at elfcosmetics.co.uk on Aug. 20, in Boots stores on Aug. 26, and at DM in Germany on Sept. 24.
The launch extends into an in-person activation at the Minnesota State Fair, running Aug. 27-30, where e.l.f. will host a pickle-themed installation and lip balm giveaway. The company says its presence at the fair marks the first time in more than 20 years that a beauty brand has partnered with the event, which draws more than 2 million attendees.
