e.l.f. Cosmetics Debuts TikTok Shop Super Brand Day

In an eyes.lips.first, e.l.f. is Debuting New Power Grip Dewy Setting Spray with an Original Soundtrack

NEW YORK--(BUSINESS WIRE)--e.l.f. Beauty (NYSE: ELF) announced today its biggest brand, e.l.f. Cosmetics, will be the first brand featured in a TikTok Shop Super Brand Day, running March 31-April 3, 2024.

This eyes.lips.first. with TikTok complements e.l.f.’s larger celebration as the brand marks its 20^th year as a bold disruptor with a kind heart, and its one-year anniversary as a top TikTok Shop.

The highlight of e.l.f.’s Super Brand Day, which puts the brand front and center on the platform, will be the debut of Power Grip Dewy Setting Spray, e.l.f.’s newest holy grail product. This biphase setting mist gives a dewy finish and sets makeup for all day wear for only $10.

Adding a special twist, e.l.f. Cosmetics wrote an original song for the debut of Power Grip Dewy Setting Spray on TikTok Shop. The lyrics – set to a hip-hop beat - break down how to use this new holy grail product.

“Being the first brand partner in a TikTok Shop Super Brand Day unites an unique trifecta: introducing a new product, debuting an original song, and shining a spotlight on our shop. We wanted to surprise and delight our community who have been with us since our first viral moment on TikTok,” said Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty. “It was important for us to make a bold entrance and show up in a disruptive way to this party, and what better way than a new product and another original song for the platform.”

e.l.f. was an early adopter in embracing TikTok Shop as a meaningful retail partner. e.l.f. and TikTok point to the unique opportunity to drive in-the-moment excitement and the ability to create a viral sensation with millions of views while prioritizing entertainment.

"e.l.f. has thrived on TikTok Shop by creatively engaging with our community and building exciting, culturally relevant moments,” said Nico Le Bourgeois, Head of TikTok Shop US Operations. "We're thrilled to partner with e.l.f. on this campaign and showcase products that shoppers can purchase directly on TikTok Shop."

The debut of Power Grip Dewy Setting Spray continues to build the fan-favorite Power Grip franchise. Today, Power Grip Primer is the No. 1 SKU in mass color cosmetics.* During e.l.f.’s TikTok Shop Super Brand Day, spend $15 and you will receive a free Power Grip Primer Mini.

Check out e.l.f.’s TikTok Shop Super Brand Day here.

* Source: e.l.f. Cosmetics claim based on data reported by NielsenIQ through its Scantrack Service for the Mass Market Color Cosmetics category for the 52-week period ending February 24, 2024, for the US xAOC channel according to e.l.f. Cosmetics custom product hierarchy. Copyright © 2024, Nielsen Consumer, LLC.

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 e.l.f. clean, vegan, cruelty free and Fair Trade Certified. 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 including at Boots, Superdrug and Douglas. Learn more by visiting www.elfcosmetics.com.