Role
Junior Content Strategist
Community Manager
Agency
Movers + Shakers
TheTask
In 2023, e.l.f. Cosmetics set out to take its impact on TikTok to the next level, well beyond the beauty industry, and to be a leading force on TikTok.
The Challenge
e.l.f. Cosmetics faced the challenge of standing out in an oversaturated beauty market on TikTok, where brands constantly compete for attention. This meant breaking free from the traditional beauty brand mold, reaching new audiences, and ensuring content had a lasting impact rather than fleeting trend participation.
The Insight
TikTok thrives on culture, not just beauty. Instead of chasing trends for e.l.f. Cosmetics, the strategy team saw the opportunity to shape them.
The Solution
e.l.f. Cosmetics set out to do more than win at beauty. We set out to win TikTok. Instead of chasing trends, we created them. We tapped into viral moments like "Girl Math" and "Dupe Culture," turning everyday conversations into brand touchpoints. Our content didn't just entertain. It sparked engagement, built community, and kept e.l.f. at the center of culture. We transformed the TikTok Shop into an interactive playground, eventizing product drops and causing a FOMO frenzy. Most importantly, we made fans part of the journey, proving that the best way to lead on TikTok is to listen, create, and connect.
Notable Campaigns & Product Launches Contributions
🚧 Campaign detail pages are coming soon 🚧
e.l.f. x Jennifer Coolidge launch
Stick it to Zits
e.l.f x Liquid Death
Judge Beauty
Stick it to Zits for Monumental Problem
Channels:
TikTok
The Results
e.l.f. Cosmetics didn’t just show up on TikTok. We took over. Our strategy drove massive engagement, expanded our reach beyond beauty, and made e.l.f. a cultural force on the platform. We turned trends into brand moments, transformed TikTok Shop into a FOMO-fueled experience that shaped other brand playbooks, and built a community that keeps coming back. The results spoke for themselves. We surpassed 1 million followers, sparked viral conversations, and cemented our place at the forefront of TikTok culture. Our impact was undeniable, earning us a spot as a finalist for the 2024 Shorty Awards for Best Brand with TikTok Presence.
e.l.f. Cosmetics has been a prominent force in the beauty space for decades and a frontrunner on TikTok since 2020.