The Honkai: Star Rail x e.l.f. Cosmetics collaboration officially touched down at Anime Expo 2025 over the Fourth of July weekend. What started as a sweepstakes featuring exclusive giveaways for gamers and beauty fanatics alike evolved into a full-blown takeover at the United States’ largest anime convention, which was held at the Los Angeles Convention Center from July 3 to July 6.
At the heart of the action stood the impressive e.l.f. Cosmetics Glam and Glow experience at the Honkai: Star Rail activation, the largest exhibitor inside Anime Expo’s Entertainment Hall. HoYoverse promoted its game Honkai: Star Rail, while also showcasing its e.l.f Cosmetics partnership within the booth with an explosion of makeup activities never-before-seen inside the renowned anime convention.
Over the course of a long day of waiting in lines, attending panels, and fawning over intricate cosplay, Anime Expo attendees flocked to the booth to get complimentary glow ups by e.l.f. ‘s professional makeup artists. Fans got to choose from a menu with an eye, lip, or face touchup option, all inspired by Honkai character looks.
The booth also featured appearances of favorite Honkai: Star Rail characters portrayed by renowned cosplayers such as @merkuma, as well as appearances by beauty experts from e.l.f., including Senior Director of Artistry and Events Nicole Faulkner (@Lipsticknick on Instagram) and Associate Director, Gaming & Artistry, Anna Bynum (@nobswithanna on Instagram), who mingled with attendees and posed for pictures while offering advice on makeup throughout the weekend. Giveaways of some of e.l.f.’s most popular products were also a huge hit, creating queues of attendees all four days of the event at the booth.
Throughout the weekend, a Masterclass video hosted by Nicole Faulkner featuring @merkuma was played at the booth, showing how to create a full makeup look inspired by Robin, one of the most beloved Honkai characters. The Emmy Award-winning makeup artist introduced e.l.f.’s most popular products in the video and showed professional techniques for achieving expert beauty looks, giving cosplayers and beauty enthusiasts alike the tools to bring their favorite characters to life.
Over on the iBuyPower main stage, the co-sponsored Honkai: Star Rail and e.l.f. Cosmetics cosplay contest became a showcase of incredible talent as attendees brought their most impressive Honkai interpretations to life. Judged by a panel of e.l.f. beauty experts, HoYoverse representatives, and the e.l.f. you! Twitch community, the competition celebrated the creativity and dedication of the fandom, with winners taking home prizes including a special box of e.l.f. products to help them on their next cosplay looks along with other sponsored prizes.
For fans unable to attend in person, e.l.f. hosted a special Twitch livestream that brought the Anime Expo experience to viewers worldwide. The broadcast featured behind-the-scenes booth tours, the Masterclass with @lipsticknick and @merkuma, the e.l.f. You! Cosplay Contest, , and exclusive digital rewards, ensuring no one missed out on the collaboration’s magic. You can find out more on e.l.f.’s official Twitch channel.
This partnership between Honkai: Star Rail and e.l.f. Cosmetics proved that the intersection of gaming and beauty culture is an unbeatable match. By combining HoYoverse’s engaging IP with e.l.f.’s immersive storytelling, the partnership created interactive and memorable experiences for fans. From the captivating Masterclass to the charismatic cosplay contestants, the success of the collaboration’s presence proves there’s strong demand for innovative crossovers that celebrate shared passions. As this partnership continues to engage their audiences in creative ways, it’s clear they’ve already successfully charted a course for even more exciting adventures ahead.
For more information on the collaboration and updates about future releases, fans can follow e.l.f. Cosmetics on social media and Discord:
About e.l.f. Cosmetics:
e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.
