E.L.F. Mobile Experience Revitalization

E.L.F. set out to elevate their mobile experience and strengthen visual consistency across their digital ecosystem. As Lead Visual Designer, I partnered with the Senior UX Designer to revitalize the E.L.F. app—building on their existing design system while shaping a more cohesive, brand-forward interface.

Working within the established identity, we introduced a redesigned homepage, a dual tab system for e.l.f. Skin and e.l.f. Cosmetics, and a more intuitive shop experience. My role centered on refining typography, enhancing visual hierarchy, and elevating the imagery to feel more polished and premium.

The result is a refreshed mobile experience that feels clearer, more engaging, and fully aligned with E.L.F.’s evolving brand narrative.