e.l.f. Cosmetics’ New #elfMagicAct TikTok Challenge Surpasses One Billion Views in Just Three Days

Brand Breaks Billion Milestone on TikTok for a Second time

OAKLAND, Calif.--(BUSINESS WIRE)--Just three days after launch, e.l.f. Cosmetics celebrated its second viral hashtag challenge that surpassed one billion views on TikTok, this time with #elfMagicAct. The challenge was an immediate hit with TikTokers, who love making their digital transformations look magical and also love the brand’s Poreless Putty Primer, the #1 best-selling primer in the U.S.*

The new TikTok hashtag challenge invites every eye, lip and face to be like Houdini and use the $8 primer as their magic wand, to digitally transform their look or anything around them.

“e.l.f. has always been a digital disrupter carving new paths since our brand was born 16 years ago. That renegade spirit and quest for new frontiers is in our roots, and with TikTok, we are proud to develop innovative content and a form of (s)e.l.f. expression that our audience loves,” said Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty. “We are moved by the incredible engagement that we continue to receive from the TikTok community, that has pushed us past one billion views, twice, in two separate campaigns.”

Building on its venture into musical expression and the success of the game-changing hit song “Eyes. Lips. Face.,” which set the record for the most viral campaign in TikTok US history with the #eyeslipsface challenge – e.l.f. Cosmetics’ newest challenge is again fueled by Santa Monica-based creative agency Movers+Shakers. This challenge celebrates the fan favorite Poreless Putty Primer, which features a velvety texture that glides effortlessly over the skin, smoothing over imperfections while helping minimize the appearance of pores for a poreless effect.

To support the witty challenge, the group tapped award-winning artist M. Maggie, to write and record the brand’s new original song, “Magic Act.” In addition to being a talented musician, M. Maggie recently started her own label, All Love Records, which connects young talented producers, directors, artists, dancers, choreographers, and musicians around the globe to create epic music together, strongly echoing e.l.f.’s inclusive brand values.

Inviting everyone to join in on the fun, e.l.f. Cosmetics worked with a diverse group of well-known influencers including TikTok’s top beauty enthusiasts. The #elfMagicAct launched on e.l.f. Cosmetics’ TikTok channel, @elfyeah. To celebrate its e.l.f.ing amazing fans, e.l.f. Cosmetics’ is also running a sweepstakes where video creators have a chance to win a free Putty Primer with a qualifying purchase on elfcosmetics.com.

To watch and create your own #elfMagicAct videos, visit https://www.tiktok.com/tag/elfMagicAct.

* Based on Nielsen U.S. xAOC, [face cosmetics category), 52-week period ended 6/13/2020

About e.l.f. Beauty

e.l.f. Beauty stands with every eye, lip, face and paw. This deep commitment to inclusive, accessible, cruelty-free beauty has fueled the success of our namesake e.l.f. Cosmetics brand since 2004. With the acquisition of the pioneering clean-beauty brand W3LL People in February 2020, we continue to strategically expand our portfolio with brands that support our purpose and values. Our brands are available online, and across leading beauty, mass-market, and clean beauty specialty retailers.

Learn more by visiting investor.elfcosmetics.com.

About e.l.f. Cosmetics:

Since 2004, e.l.f. Cosmetics has made the best of beauty accessible to every eye, lip and face. We make high-quality, prestige-inspired cosmetics and skin care products at an extraordinary value and are proud to be 100% vegan and cruelty-free. As one of the first online beauty brands, e.l.f. continues to attract a highly engaged audience and set benchmarks with new digital platforms. Our brand is widely available at leading retailers such as Target, Walmart and Ulta Beauty, and has a growing international presence.

Learn more by visiting www.elfcosmetics.com

About Movers+Shakers

Movers+Shakers is a creative studio specialized in spreading joy. They use original music and movement to tell brand stories and delight consumers. The agency works across social channels and is an industry leader on TikTok marketing with 40 billion views on its TikTok campaigns. Learn more by visiting www.MoversShakers.co.