e.l.f. Cosmetics taps community feedback and TikTok Shop with return of pickle Inspired lip balms
e.l.f. Cosmetics, part of e.l.f. Beauty, is bringing back its pickle inspired Glow Reviver Melting Lip Balm in three limited edition shades, starting tomorrow. This builds on the launch of the original pickle flavoured Glow Reviver Melting Lip Balm earlier this year, which sold out in eight minutes.
The new collection will launch in the US on 20th August on elfcosmetics.com, Ulta.com and TikTok Shop. This will mark the first time e.l.f. is available at Ulta Beauty’s TikTok Shop. The products will also be available exclusively in Ulta Beauty stores beginning on 23rd August with a gift with purchase while supplies last. The entire offering will launch on elfcosmetics.co.uk in the UK on 20th August, in stores in the UK at Boots on 26th August and in Germany at DM on 24th September.
“When our community speaks, we listen. With our first launch of our pickle flavoured Glow Reviver Melting Lip Balm, we popped the lid on a new wave of fandom,” says Laurie Lam, Chief Brand Officer at e.l.f. Cosmetics. “We moved at e.l.f. speed to bring our community more of what they love. Within weeks of our first drop, our teams were testing new flavors and ramped up our innovation pipeline to meet this cultural craving. And as we learned in real-time the depth of passion out there for pickles, it was an opportunity to stretch further to produce something like with the plumping formula in Spicy Lil’ Dill. We are here answering the call for more fans to get in on the fun.”
“At Ulta Beauty, we're always looking for opportunities to bring our guests the beauty moments everyone is talking about, and e.l.f.'s latest Big Dill collection is a perfect example of how innovation, culture and community come together to create excitement,” says Kaitlin Rinehart, Vice President of Merchandising at Ulta Beauty.
“We're proud to be the exclusive retail destination where guests can discover this viral collection in person and experience its playful, limited edition scents and exclusive gift with purchase firsthand. Launches like this reflect our commitment to curating a culturally relevant assortment that sparks discovery, creates memorable shopping experiences and makes the latest beauty trends accessible to both new and loyal guests.”
2026 RTIH Innovation Awards
Social commerce will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
