e.l.f. Cosmetics Gives UK Learners Free Driving Lessons With Grip, Set, Go Campaign

e.l.f. Cosmetics has launched Grip, Set, Go, a new UK campaign giving away thousands of driving lessons to learner drivers in partnership with RED Driver Training. The campaign has been created to help democratise access to driving lessons at a time when learning to drive has become increasingly financially out of reach for many young people.

e.l.f., which stands for every eye, lip and face, says the initiative reflects its wider mission to make access central to its brand, extending beyond beauty and confidence into independence, opportunity and mobility. Through the Grip, Set, Go sweepstakes, UK learners can enter to win a block of 10 hours of free driving lessons, redeemable with RED Driver Training. The campaign is open from 9 July to 31 July.

The launch responds to the rising cost of learning to drive in the UK. According to data provided by RED Driver Training, learning to drive can cost UK learners up to £3,000, while 63,000 new drivers are looking for lessons every month against an average pass rate of 48%. The data also states that learners typically need around 26 to 30 hours of lessons, and that 60% of young people have abandoned lessons because of rising costs.

e.l.f. also commissioned research through Opinion Matters, surveying 2,000 adults in June 2026. The research found that more than 70% of women surveyed in the UK said getting a driving licence made them, or would make them, feel more empowered. More than a third said they had missed out on a job opportunity because they did not have a driving licence, while half said the ability to drive affects their earning potential.

Yana Yarmova, general manager EMEA at e.l.f. Brands, said: “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. ‘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.”

The campaign extends beyond lesson vouchers. e.l.f. will share educational content from RED Driver Training instructors across its social channels, offering practical guidance for learners at different stages of their driving journey.

The brand will also host Power Grip Garage, an in-person consumer activation at Protein Studios in London on 30 July, where attendees can take part in the campaign experience and enter to win further driving lesson vouchers.

As part of the campaign, 15 e.l.f.-branded cars will also be on the road nationwide, deployed in cities where test centre waitlists are longest and learner pressure is highest.

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.”

The campaign takes its name from two of e.l.f.’s bestselling products: Power Grip Primer and Power Grip Setting Spray. Both products are built around long-lasting hold, with e.l.f. using the same language of grip and staying power to frame driving as a skill that lasts a lifetime.

e.l.f. Power Grip Primer and Power Grip Setting Spray are priced at £11 each and available at elfcosmetics.co.uk. UK learners can enter the initiative here.