The Palm Tree Club & Hotel Miami is Turning into Hote.l.f
Palm Tree Crew and e.l.f. Brands bring beauty, music and culture together for a multi-day Art Basel Miami takeover
MIAMI, Nov. 6, 2026 /PRNewswire/ -- This Art Basel Miami, the Palm Tree Club & Hotel is getting a glow-up. e.l.f. Brands, including e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, part of e.l.f. Beauty (NYSE: ELF), is partnering with Palm Tree Crew to transform the property into Hote.l.f., taking over the hotel from Dec. 2–6 with a celebration of beauty, music and entertainment.
The collaboration will bring e.l.f. into the center of the Palm Tree Hotel experience, connecting hotel guests, nightlife attendees and the broader Miami community through product discovery, on-property activations and unexpected beauty moments.
"Art Basel brings together some of the most exciting intersections of art, culture and entertainment, making it a natural setting for our partnership with e.l.f.," said Palm Tree Crew CEO Michael Diaz. "As our first partnership with a beauty brand, Hote.l.f. represents an exciting evolution in how we collaborate with brands and bring them into the Palm Tree Crew world. We're creating something that goes beyond traditional event sponsorship, building a fully integrated experience that connects with our audiences in new ways."
The five-day takeover will feature a series of events and programming throughout the property, including an invitation-only gathering on Wednesday, Dec. 2 and Thursday, Dec. 3. Palm Tree Crew's broader Art Basel programming will continue throughout the weekend, with additional brand partners joining the lineup and its signature nightclub experience open to the public for all to enjoy on Saturday and Sunday - bringing the energy of the art world's most exclusive week to everyone.
For e.l.f., the partnership offers an opportunity to bring its portfolio of beauty brands beyond traditional retail and beauty settings and into a major cultural moment. With beauty serving as an everyday form of art and self-expression, Art Basel provides a natural platform for e.l.f. To celebrate creativity and individuality alongside Palm Tree Crew. Guests will get a head-to-toe introduction to e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, including standout products such as the Halo Glow Body Collection, Suntouchable Whoa Glow SPF 30 and Gloss Mode Treatment Oil.
"At e.l.f., we see ourselves as an entertainment company that happens to sell beauty, so showing up at Art Basel with Palm Tree Crew is a natural extension of who we are," said Patrick O'Keefe, Chief Integrated Marketing Officer, e.l.f. Brands. "Palm Tree Crew has built something at the intersection of art, culture and music, making them the ideal partner to bring e.l.f. to life in a way people can step into and experience for themselves. Together, we're reimagining how people can experience beauty and we can't wait to bring Hote.l.f. to life in Miami."
Hote.l.f. will be an immersive, fully branded experience designed to bring the brand to life at every turn. Guests can expect an exciting line up of Palm Tree Crew performances as well as interactive activations and custom-branded moments, including a photo booth, branded umbrellas, lounge chairs and towels, a custom-wrapped VW car, and product-shaped pool inflatables. Additional experiences will include a claw clip bedazzling station, along with personalized tote and towel embroidery. Every touchpoint will be thoughtfully curated to create an unforgettable e.l.f. and Palm Tree Crew experience.
Tickets can be purchased at whomadewho-basel-week-presented-by-palm-tree-club-miami.com or rampa-basel-edition-presented-by-palm-tree-club-miami.com.
About Palm Tree Crew
Palm Tree Crew, founded by Kygo (Kyrre Gørvell-Dahll) and Myles Shear, is a global lifestyle, entertainment, hospitality, and investment company. Spanning live events, consumer brands, real estate, and strategic investments, the brand is united by a single throughline: world-class experiences, destinations, and the communities that form around them.
The company is best known for its globally recognized Palm Tree Music Festivals, hosted in premier destinations including Saint Barths, West Palm Beach, The Hamptons, Aspen, Montecito, and Napa. Beyond festivals, Palm Tree Crew develops live entertainment experiences, hospitality concepts, consumer products, and brand partnerships.
Its growing hospitality portfolio includes Palm Tree Club Miami, Palm Tree Club Orlando, Palm Tree Beach Club Las Vegas, Palm Tree Club Kansas City, and Palm Tree Club Nashville. The company is also expanding into residential, and experiential real estate projects. Through its investment platform, Palm Tree Crew partners with founders, operators, and developers across hospitality, consumer products, technology, wellness, entertainment, and real estate, with a focus on building culture-driven destinations and experiences.
About e.l.f. Brands
e.l.f. Brands, part of e.l.f. Beauty (NYSE: ELF), includes e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, and is fueled by a mission to make the best of beauty accessible and a purpose to make the world a better place for every eye, lip and face. Purpose led and results driven, e.l.f. Beauty is a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. As a bold disruptor with a kind heart, e.l.f. Brands' superpowers are delivering universally appealing, premium-quality products at affordable prices that are vegan, e.l.f. clean and double-certified by Leaping Bunny and PETA as cruelty-free. e.l.f. Brands is proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.
SOURCE Palm Tree Crew
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