E.l.f. Beauty is leveraging the viral success of Oliver Widger and teaming up with the social media personality known for sailing from Oregon to Hawaii with his cat, a visit he accomplished on May 24. The partnership consists of several activations, including a Roblox-based initiative meant to encourage consumers with his story, in accordance with a press release.
At the guts of the partnership is the “Sailing with Phoenix” game jam, named in honor of Widger’s cat. A game jam is an event where developers work over the course of a set timeframe, often 24-72 hours, to supply a brand new experience. The game jam will concentrate on Roblox, a platform E.l.f. has utilized up to now. No details on when it would happen were provided.
The jam is only one component of E.l.f.’s tie-up with Widger. During his time at sea, the cosmetic brand air-dropped him a care package. The drop was made in partnership with Aloft, a nonprofit dedicated to aviators. After landing in Waikiki Hawai’i, Widger joined the brand on a Twitch livestream.
Widger’s sailing journey began when he quit his job after being diagnosed with Klippel-Feil syndrome, a rare disorder where two or more bones within the neck, the cervical vertebrae, are fused together. He currently has 1.9 million Instagram followers and 1.3 million TikTok followers.
E.l.f. Beauty, which has jumped on social media trends up to now, posted revenue of $355.32 million, a 31.14% year-over-year increase, in its fiscal Q3 2025. The growth was largely attributed to the strength of its retail and e-commerce channels each in and out of doors of the U.S.
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