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e.l.f. Dropped The Cutest Merch Inspired By Their TikTok-Viral Primer

e.l.f. Cosmetics just dropped a new line of merch, and it’s sticky! On March 16, e.l.f. opened The Sticky Shop, full of merch inspired by their No. 1, TikTok-viral Power Grip Primer. You might have seen beauty lovers on social media test the primer and rave about the product’s grip on their makeup. 

Some proceeds from the merch line will go to the Whale and Dolphin Conservation, a wildlife charity that advocates for the conservation of whales, dolphins, and porpoises. Along with the proceeds, e.l.f. Cosmetics made a $100,000 donation to the organization. This partnership is clearly reflected in the merch’s colorway, as it highlights blue, white, and black to represent ocean life and its animals. You could say their merch comes with a porpoise. (Sorry, I had to.)

The merch line includes a varsity letterman jacket, hat, velcro patches, and actual slime. It’s all available now in their Sticky Shop.

Sticky Patch Varsity Jacket ($55)

The black and white jacket is customizable, as the merch line offers eight Power Grip Patches to stick onto your look. If you buy the jacket or the hat, you’ll get the Power Grip Patches for free.

Power Grip Patches ($15)

The Power Grip Patches come in all different designs: In My Prime, Why the e.l.f. Not?, Sticky AF, @elfyeah, Hello My Name Is…, e.l.f.ing Amazing, For Every eye.lip.face. and Fin, 19, and Dolphin. These velcro patches are not only functional but also serve as a cute nod to the brand’s partnership with the charity.

Sticky Patch Hat ($19)

The black baseball hat is also customizable with the Power Grip Patches. You can slap on a little blue dolphin on the front, or go for a more subtle accent with one of their lettered patches on the back.

Power Grip Slime(R) ($6)

The Power Grip Slime(r) isn’t your regular slime or playful putty. It’s encased in a small jar similar to the containers used to hold their makeup putty products. Once you open the jar, you’ll find bright teal slime sprinkled with super cute dolphin confetti. It’s great if you’re just looking for something to fidget with or having something pretty to look at.

Make sure to check out the merch at The Sticky Shop on e.l.f.’s website. Not only is it cute, but it goes to an amazing cause. And follow @elfyeah on TikTok, where you can see the merch in action.

Wila Mae was a Style Intern at Her Campus for the Spring 2023 semester. She's a passionate storyteller and loves creating short-form video content highlighting secondhand shopping and Bay Area small businesses on her socials. Keep up with Wila Mae and her work @wilamae.navarro on Instagram and @wilamae2 on TikTok.