e.l.f. Cosmetics is Giving Away Thousands of Driving Lessons to UK Learners
e.l.f. launches "Grip, Set, Go," in partnership with RED Driver Training, democratising access to a skill that lasts a lifetime.
e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE:ELF), today announced it is giving away thousands of driving lessons to UK learners with RED Driver Training, democratising access to one of the most financially out-of-reach milestones facing young people in the UK today.
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e.l.f. Cosmetics announced a new partnership with RED Driver Training to democratise driving lessons access for UK learners.
e.l.f., which stands for every eye, lip and face, is a brand that has always believed the most powerful thing it can offer is access - to beauty, to confidence and now, to the driving seat. e.l.f.’s "Grip, Set, Go" campaign aims to help thousands of young people unlock independence, opportunity and for many, their first real taste of freedom.
Learning to drive in the UK has become one of the most inaccessible rites of passage for the next generation*:
- On average, learning to drive costs UK learners up to £3,000.
- 63,000 new drivers are looking for lessons every month against an average pass rate of just 48%, needing approximately 26-30 hours of lessons to get there.
- 60% of young people have abandoned lessons altogether because of rising costs, walking away from a skill that unlocks 1 in 6 jobs in the UK and, for many, their first real taste of independence.
- 1 in 4 Brits say they can’t afford driving lessons to obtain a driving license.
For young people driving isn't simply about passing a test, its freedom from public transport limitations and access to work and social mobility. e.l.f. is here to give thousands of learners a head start and a powerful signal that their starting point does not have to define their finish line.
e.l.f. commissioned its own research to discover:**
- Over 70% of women surveyed in the UK say that getting a driver’s license made them - or would make them - feel more empowered
- More than a third of surveyed women have missed out on a job opportunity because they didn’t have a driving license
- Half of surveyed women say the ability to drive affects their earning potential
- Over 60% of those surveyed under the age of 35 agree that having a driving license is essential for career progression
"e.l.f. have always been in the business of serving the underserved, of finding the places where we can do something bold and do something good at the same time," said Yana Yarmova, General Manager, EMEA, e.l.f. Brands. "‘Grip, Set, Go’ is a perfect expression of who we are: bold disruptors with a kind heart, showing up in unexpected places where we can create something meaningful. We want every learner who gets behind the wheel with one of these lessons to feel confident and capable to show up as their best selves every single day."
Thousands of UK learners can win a block of 10 hours of free lessons ***, redeemable with RED Driver Training, by entering the "Grip, Set, Go" sweepstakes.
The campaign goes further than the vouchers:
- Educational content from RED Driver Training instructors shared across e.l.f.’s social channels: practical, expert-led guidance for learners at every stage of their journey
- An in-person consumer activation at the Power Grip Garage, bringing the "Grip, Set, Go" experience directly to communities on 30th July at Protein Studios, London
- 15 e.l.f.-branded cars on the road nationwide: deployed in the cities where test centre waitlists are longest and learner pressure is highest
The "Grip Set, Go" sweepstakes is open from 9th July to 31st July. UK learners can visit https://www.elfcosmetics.co.uk/pages/elfplatessweepstakes to enter the sweepstakes and view the sweepstakes' official rules and prize description.
The campaign comes to life in person at the Power Grip Garage, a consumer activation on 30th July at Protein Studios, London, where attendees can take part and enter to win further driving lesson vouchers.
Anisa Fatima, Instructor at RED Driver Training said:
"As a driving instructor, I’ve seen first-hand how much learning to drive can change someone’s life. It’s not just about passing a test – it’s about building confidence, creating new opportunities and giving people the freedom to get to work, support their families or simply travel independently.
Unfortunately, I’ve also seen more and more learners delay or give up altogether because financial pressures make it harder to prioritise learning to drive. That’s why initiatives like ‘Grip, Set, Go’ are so important. By removing some of those financial barriers, we’re giving more people the chance to develop a skill that will benefit them for years to come. I can’t wait to see more learners getting behind the wheel, feeling supported, building their confidence and ready to succeed."
Katherine Legge, Pro Racing Driver and e.l.f. Ambassador said:
"Driving gave me confidence long before it gave me a career. It taught me resilience, independence and belief in what I was capable of. Everyone deserves the chance to experience that, but for too many young people today in the UK, the cost of learning has become a barrier.
That’s why I’m excited to support e.l.f.’s ‘Grip, Set, Go’ campaign. e.l.f. has always championed access and confidence, and this campaign is about giving thousands of learners the opportunity to develop a skill that can genuinely change their lives. You never know where getting behind the wheel for the first time might take you."
"Grip, Set, Go" takes its name and spirit from two of e.l.f.'s best-loved products: Power Grip Primer and Power Grip Setting Spray. Both were built around the idea of makeup that doesn’t quit and e.l.f. is borrowing that same emotional truth for UK learner drivers. e.l.f.’s Power Grip Primer and Setting Spray help makeup looks lasts - e.l.f. wants to democratise access to a skill that lasts a lifetime.
The campaign’s tagline "Grip, Set, Go" is a fitting metaphor for what e.l.f. hopes this investment will give UK learners: to own your starting point, to settle in feeling empowered, and go forth with the power skill that lasts a lifetime.
Shop the e.l.f. Power Grip Primer (£11) and the Power Grip Setting Spray (£11) on elfcosmetics.co.uk.
About e.l.f. Cosmetics
e.l.f. Beauty (NYSE:ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified facilities. Learn more at www.elfcosmetics.com.
Sources:
* Data provided by RED Driver Training.
* Gov.UK - Working as a Driving Instructor Survey. 2025.
** e.l.f commissioned research on behalf of Opinion Matters. Survey conducted with 2000 applicants (18+), June 2026.
*** T&Cs apply.
About RED Driver Training
RED Driving Training is one of the UK’s leading driver education platforms, supporting more than 100,000 learners each year through a nationwide network of over 2,000 driving instructors with the largest fleet of VW Polos and a growing suite of digital learning products. The business has evolved from a traditional ‘driving school’ into an EdTech platform, combining in-car instruction with digital tools that support learners throughout their driving journey. Following the acquisition of the James May Theory App in 2023 and continued investment in its proprietary Learn to Drive app, RED has expanded its offering across theory, practical and post-pass training. In addition to learner services, RED is the UK’s leading provider of driving instructor training, offers specialist accountancy services through FBTC, and delivers corporate and driving experience programmes from its RED Experience Centre at Donington. RED’s highly experienced Management Team is backed by specialist private equity investors, RED continues to scale its platform through digital innovation, partnerships and instructor services.
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