Apparently, one pickle-flavored lip balm was not enough. After e.l.f. Cosmetics’ original Big Dill Glow Reviver Melting Lip Balm sold out in just eight minutes earlier this year, the brand is bringing the fan favorite back, but this time there are three flavors to choose from.
Launching today at noon EST, the new limited-edition collection ($9 each) includes the return of The Real Dill (the classic pickle flavor with a sheer green shade; it was formerly called Big Dill), plus two new flavors: Spicy Lil’ Dill and e.l.f. Von Dill. Spicy Lil’ Dill combines a deep red sheen with a new plumping formula and a chili-pepper kick, and e.l.f. Von Dill is a sweet, salty and tangy take—“a nod to German pickle fans”—with a glossy pearl finish. There’s also a pickle-shaped Briny Blender Makeup Sponge ($7) for anyone who wants to fully commit to the theme.
“When our community speaks, we listen,” said Laurie Lam, chief brand officer of e.l.f. Cosmetics, in a press release. “With our first launch of our pickle-flavored Glow Reviver Melting Lip Balm, we popped the lid on a new wave of fandom. 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 the plumping formula in Spicy Lil’ Dill. We are here answering the call for more fans to get in on the fun.” And that they are: The original launch clearly found an audience beyond existing e.l.f. fans, as 77 percent of its pickle purchasers were new to the brand.
The collection is available online today and will debut in-store at Ulta Beauty on August 23. (This is also the first time e.l.f. will be featured in Ulta Beauty’s TikTok Shop.) And if you live in Minnesota, you’re in for a treat next week as e.l.f. plans for a large-scale Pickle Lip Balm activation at the Minnesota State Fair the weekend of August 27. And yes, there will be free lip balms until they run out!
