Miami – November 06, 2026 -- From Dec. 2 to 6, e.l.f. Brands is taking over the Palm Tree Club & Hotel Miami and renaming it Hote.l.f. for Art Basel Miami, with a mix of beauty, music and entertainment. Palm Tree Crew is the partner on the project. It will be the company's first partnership with a beauty brand.
Invitation-only nights, then a public weekend
The five-day takeover starts with an invitation-only gathering on Wednesday, Dec. 2 and Thursday, Dec. 3. Palm Tree Crew's wider Art Basel programming continues through the weekend, with additional brand partners joining the lineup. The signature nightclub experience will be open to the public on Saturday and Sunday.
A head-to-toe look at three e.l.f. brands
Guests will meet e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair. Featured products include the Halo Glow Body Collection, Suntouchable Whoa Glow SPF 30 and Gloss Mode Treatment Oil.
Branded pool, car and craft stations
Hote.l.f. is designed as a fully branded experience. Palm Tree Crew performances will run alongside interactive activations:
- A photo booth
- Branded umbrellas, lounge chairs and towels
- A custom-wrapped VW car
- Product-shaped pool inflatables
- A claw clip bedazzling station
- Personalized tote and towel embroidery
Palm Tree Crew CEO Michael Diaz said the project goes beyond traditional event sponsorship and builds a fully integrated experience for the crew's audiences.
Patrick O'Keefe, Chief Integrated Marketing Officer at e.l.f. Brands, described e.l.f. as an entertainment company that happens to sell beauty. He said Art Basel is a natural extension of that identity.
Tickets are sold through the event sites for the Who Made Who Basel Week and Rampa Basel Edition events, both presented by Palm Tree Club Miami.