How e.l.f. Created the Most-Viral Campaign Ever on TikTok – and then Continued to Disrupt

With their #eyeslipsface challenge, e.l.f. Cosmetics created the TikTok playbook that brands still follow today. It became the most-viral campaign ever on TikTok, attracting organic celebrity participation (Lizzo, Ellen, Reese Witherspoon). e.l.f.’s original song hit #4 on Spotify’s global viral chart.

From there, e.l.f. continued to innovate and disrupt on TikTok and beyond, including creating the first-ever TikTok native reality show, a holiday music album that topped the Billboard charts, and launching Gamers Got Talent.

e.l.f. and its creative agency, Movers+Shakers, will share the thinking behind this series of disruption.

  • Patrick O’Keefe
    VP of Integrated Marketing Communications
    e.l.f. Beauty
  • Evan Horowitz
    Founder and CEO