e.l.f. Cosmetics and HoYoverse’s Honkai: Star Rail joined forces to celebrate self-expression on screen and beyond in a one-of-a-kind partnership that blended beauty, gaming, and fandom.

The collaboration kicked off with a special giveaway, where four lucky fans won a limited-edition Honkai: Star Rail-themed controller and a $50 e.l.f. e-gift card to recreate the iconic looks of characters Robin and Kafka.

The partnership came to life during Anime Expo 2025, where e.l.f. joined HoYoverse’s Honkai: Star Rail booth at the Los Angeles Convention Center. The booth featured glam stations for makeup touch-ups, a live masterclass led by e.l.f.’s Senior Director of Artistry, @lipsticknick, exclusive product giveaways, contests, and meet & greet opportunities.

Additional support included e.l.f.’s owned social media posts on Instagram and X, as well as a dedicated Honkai: Star Rail x e.l.f. livestream on Twitch.