The what? e.l.f. Cosmetics has entered the jewellery market with its first collaboration with celebrity designer Georgina Trevino on the live-streaming shopping app NTWRK. 

The details Named ears.lips.face, the range premiers with a limited edition e.l.f. ear cuff, with Trevino chosen as part of e.l.f.’s mission to empower emerging creators. 

The ear cuff includes two discs engraved with “e.l.f. love” and “e.l.f. made” that can be attached or worn separately on the other ear.

The why? According to a press release, the  impetus for the jewelry collaboration stemmed from a moment on popular trivia show Jeopardy! when contestant Matt Amodio was asked what e.l.f. stood for. 

Amodio mistakenly answered “ears, lips, face,” with the clip drawing buzz on social media, leading the company to ask, “why not ears.lips.face.?”

Gayitri Budhraja, Chief Brand Officer, e.l.f. Beauty., says, “After Matt Amodio answered ears.lips.face., our ears perked up. Our community wanted us to create something for the ears! We are always looking for unexpected ways to engage and entertain our fans, transcend beauty boundaries and own our place in culture. 

“We are excited to launch the e.l.f. ear cuff as it gives us the opportunity to celebrate women with a unique piece of jewelry made by a talented woman designer and use an innovative shopping platform to bring this to life.”