e.l.f. launches "Grip, Set, Go," in partnership with RED Driver Training, democratising access to a skill that lasts a lifetime.
LONDON, July 09, 2026--(BUSINESS WIRE)--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.
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."