E.l.f. leans into Apple Vision Pro

Among the 600+ VisionPro apps that Apple says are available already on the recently-released device is this one from E.l.f. Cosmetics. It is one of the first beauty brands to launch an app on the mixed reality headset, and the experience is aimed at helping users relax and “explore the best versions of themselves.”

Apple’s long-anticipated Vision Pro mixed-reality headset hit the market Friday and has already managed to drum up excitement from both consumers and brands alike. The tech giant reportedly sold between 160,000 to 180,000 units just days after the headset became available for presale in mid-January. Meanwhile, the headset at launch comes packed with 600 apps and games, among those being experiences from brands ranging from Zillow to J. Crew.

The move by E.l.f. to launch on the Vision Pro represents what Chief Digital Officer Ekta Chopra described as an evolution for the digitally led brand. 

“The decision to launch on Apple Vision Pro is not only natural for us; it is critical to continue to meet our community – and entertain them – wherever they are,” Chopra said in a statement.

The “your best e.l.f.” app on visionOS (the Vision Pro’s operating system) is intended to help users relax and “explore the best versions of themselves” through activities like guided meditations and stretching exercises. Users additionally can explore three environments — Camo Cove, Big Mood and Halo Glow — inspired by E.l.f. products that can be shopped within the app. 

The in-app products and scenes within “your best e.l.f.” were modeled in 3D and rendered at a 4K display from each eye of the Vision Pro device, per release details. The experience was designed to take advantage of the Vision Pro’s 3D user interface, which can be controlled by users through hand and eye movements. Consumers can also access a version of the experience online via a microsite. 

Full story at Retail Dive.

Additional coverage, including J. Crew’s app, at AdAge.