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Channel 4.0 signs first branded deal


Channel 4.0, Channel 4’s new digital-first brand for YouTube, has signed its first branded deal with e.l.f. Cosmetics.

The leading US teen cosmetics brand stands for eyes.lips.face. and is clean, vegan, cruelty free and Fair Trade Certified.

The commercial partnership deal is the first for Channel 4.0 and will see e.l.f. Cosmetics become the ‘Official Beauty Partner’ of Channel 4.0. Viewers will be able to watch e.l.f.’s recent viral advertisement which premiered during the NFL Big Game last month, followed by a new branded series for YouTube that will follow later this year. Wavemaker Select fostered the deal on behalf of e.l.f. Cosmetics.

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Channel 4.0 x e.l.f Cosmetics

Since its launch in October 2022, Channel 4.0 has commissioned 16 series, with a new slate announcement to come. Its shows feature talent including Chunkz, Nella Rose, Mist, Harry Pinero, Alhan Gençay, Dreya Mac, Spuddz and America Foster.

David Amodio, deputy head of commercial innovation and 4Studio at Channel 4 said: “4.0 is a channel launch rooted in British youth culture and has got off to an incredible start. We’re hugely passionate about working with like-minded brands to create authentic content that lands with young audiences and therefore over the moon to be working with e.l.f. We’re confident this is the start of a really exciting relationship.

Christine Cassidy, VP and general manager, international, e.l.f. Beauty added: “e.l.f. is all about disrupting norms, shaping culture and connecting communities, and teaming up with Channel 4.0 not only connects these dots but takes us further into entertainment. We are excited to reach new audiences and show that beauty is for every eye, lip and face.”

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