MAKEUP and gaming are coming together for the ultimate gamer glam at e.l.f. Cosmetics.

Inspired by video gaming, e.l.f. Cosmetics has launched its new Game Up collection.

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Gamers and makeup fans can now purchase the Game Up collection by e.l.f. Cosmetics.

Members of the Beauty Squad Loyalty Program are able to purchase the new collection now on the e.l.f. Cosmetics website.

For non-members, it will be available on Friday, July 8, 2022.

Target will also carry the new collection in stores.

On July 6, 2022, two days ahead of the launch, the makeup company took to Twitter to announce the collection.

"It's time to GAME UP 🕹️ Activate next level looks with our NEW Game Up Collection NOW AVAILABLE on our site for Beauty Squad Loyalty Program members (it's free and easy to join!) and available for non-members 7/8 👾 Also available @Target !"

Customers can sign up to become Beauty Squad Loyalty Program members on the e.l.f. Cosmetics website.

On July 5, 2022, the makeup company teased the new collection with blurred images on Twitter.

"NEW COLLECTION LOADING…. 🎮 You're invited to the exclusive FIRST PEEK at our new collection!"

The new Game Up collection has a variety of products for customers to choose from.

There are options for eyes, lips, face, and nails.

The eyeshadow palette that is offered in the collection is called the Game Up Ready to Play Eyeshadow Palette.

There is also a set of nail polish to choose from, with a total of eight colors in the pack.

Also in the collection are the Game Up Shield Me Setting Mist and Game Up Rez-Me Awakening Face Mask.

Taking the collection a step further, Game Up includes makeup tools as well.

Makeup fans can purchase the Game Up Extra Life Kit, including eye brushes, face gems, and a heart-shaped makeup sponge.

Each item in the collection is priced separately, as there is not a bundle of the collection available.

The eyeshadow palette is listed on the website for a total of $10 and includes 10 colors.

For the tool kit, the website lists the bundle for $15.

For the full details on each price per item, customers can visit the official website or their local Target.

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