Elf taps into adventure culture with mid-ocean skincare drop

US – Beauty brand Elf has orchestrated a high-impact cultural stunt by airdropping a skincare package to solo sailor Oliver Widger, who is documenting his journey from Oregon to Hawaii alongside his cat, Phoenix.

The package, delivered via a small plane, included Elf's Holy Hydration face cream, Suntouchable sunscreen, snacks, cat treats and handwritten letters from children. The gesture was coordinated over two weeks, after Widger’s friends reached out to multiple brands – Elf was the only one to respond.

Following his arrival in Hawaii, Widger joined Elf for a Twitch livestream, extending the brand moment into gaming and digital culture.

The campaign reflects a new code of culture where brands are moving in step with real people and real stories, forming unexpected alliances that blend categories and speak to community values. As seen with Charlotte Tilbury’s partnership with F1, beauty is crossing into sports, adventure and lifestyle, shifting from studio-based marketing to real-world, emotionally resonant experiences.

At the same time, the inclusion of SPF products underscores Elf's commitment to sun protection. which aligns with a wider cultural push to make sun safety more visible, accessible and culturally relevant. For more, read the Sun Protection 101 section of our Future Forecast 2025: Beauty report.