Attention, Trailblazers! Hold onto your Warp Passes because Honkai: Star Rail is setting a brand new course to the beauty world with its stellar new collaboration with e.l.f. Cosmetics. The legendary beauty brand known for its wide range of high-quality and wallet-friendly makeup products has hopped aboard the Astral Express in an exciting new partnership that includes a sweepstakes to give lucky fans an exclusive PlayStation 5 controller.
e.l.f. Cosmetics has earned its spot as Piper Sandler’s #1 Gen Z beauty brand in its annual “Taking Stock with Teens” survey, a gold-standard report tracking youth spending. Not only is e.l.f Cosmetics creating makeup, it’s rewriting the beauty marketing playbook by meeting fans where they actually hang out: in gaming communities and the streaming world.. This grassroots approach has built it a devoted following of young beauty lovers who treat e.l.f. like a lifestyle, not just a brand. And now, e.l.f. is engaging in a new mission: a partnership with the uber-popular game Honkai: Star Rail, from gaming publishing giant HoYoverse. Honkai: Star Rail’s impressive metrics include over 150 million downloads across 13 languages and chart-topping performance on iOS and Google Play in 151 countries. The game features over 70 unique playable characters you can play in this space-fantasy RPG that’s sweeping the globe with gaming fans of all ages.
This collaboration represents a significant industry milestone, as e.l.f. becomes the first beauty brand to partner with one of the largest, fastest-growing, and highest-earning RPG games on the market today. Both organizations share a commitment to bold innovation while maintaining authentic community connections. The partnership between e.l.f. and Honkai: Star Rail marks a new chapter in cross-industry partnerships between the beauty and gaming sectors.
This sweepstakes is just the start! The partnership will continue to grow at the upcoming Anime Expo 2025 convention on July 3-6 in Los Angeles. This on-site collaboration will feature exclusive events like a makeup masterclass, a community cosplay contest, a livestream on e.l.f. Cosmetics’ Twitch channel, e.l.f. you!, and special guests. All of the action takes place inside the HoYoverse booth at Anime Expo, boasting the largest footprint of any company showcasing within the Entertainment Hall at the event, promoting all things Honkai: Star Rail. Plus, there are even more soon-to-be-announced surprises planned for Anime Expo from Honkai and e.l.f!
Feeling lucky? Join the sweepstakes! From June 30 to July 6, 2025, fans can enter to win out-of-this-world prizes suited for only the most dedicated Trailblazers! Five lucky winners will score a prize pack so stellar it could’ve been curated by the Astral Express crew themselves. This sweepstakes celebrates fan-favorite Honkai: Star Rail characters Kafka and Robin. The grand treasure? A custom controller with a Honkai: Star Rail-Inspired Decal! This controller has never been available for sale to the public, and it never will be, absolutely making it a 5-star Light Cone you can equip to your IRL self. The gorgeous PS5 controller features the Astral Express positioned on a midnight blue background, with gold accents that evoke travelling to the stars with your fellow Trailblazers.
But wait, there’s more! The winners will also unlock a $50 e.l.f. Cosmetics gift card so they can create your own makeup looks inspired by HSR fan faves, Robin and Kafka.
To hop aboard for your chance to win, you’ll need to be 18+ years old, a U.S. resident (sorry, intergalactic travelers), and follow the entry rules on e.l.f.’s Instagram and X sweepstakes posts. Entry rules can be found here: https://www.elfcosmetics.com/promotion-details/sweepstakes-contest-rules!
So consider this your official memo from the Astral Express crew! As an avid Honkai: Star Rail player and makeup fanatic myself, this collaboration is a match written in the stars. Honkai is known for its breathtaking character designs, and now e.l.f. is giving fans the tools to bring that fantasy into real life with inspired makeup looks. This collab lets fans embody their favorite characters beyond the screen with e.l.f.’s products that beauty lovers already swear by. For gamers just dipping their toes into makeup, this is a perfect gateway into exploring beauty with products that actually work. Whether you’re entering the sweepstakes, attending Anime Expo to join the in-person fun, or just getting excited over the PS5 controller, this partnership is a win for the geek community!
Will you be entering? Which prize are you most excited about? Let us know in the comments!
(P.S. If you win that controller… can I borrow it?)
Follow e.l.f. for more e.l.f.ing amazing updates to come!
About Honkai: Star Rail
Honkai: Star Rail is a space fantasy RPG title that takes players on a journey through far flung worlds in space. Players take on the role of the”Trailblazer,” a special space traveller implanted with a mysterious and powerful artifact, the Stellaron, who sets out to unravel the mysteries surrounding the fabled “Cancer of All Worlds” and the Aeons. The game weaves fantasy and sci-fi into an engaging tale where ancient myths collide with futuristic tech, and every planet holds its own legends to uncover. With snappy turn-based combat, a crew of unique companions, and captivating stories that pull you in, each world feels alive, each brimming with unique cultures, awe-inspiring landscapes, and mythical wonders to explore.
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.
