E.l.f. Cosmetics’ TikTok challenge evolves into original song

After taking TikTok by storm with its #eyeslipsface hashtag challenge, e.l.f. Cosmetics is turning that success into something original.

The beauty brand has launched its first full song “Eyes. Lip. Face,” which was created to bring beauty to life through dance and musical expression, the company said.

Born out of its #eyeslipsface TikTok challenge, which has been viewed over one billion times and garnered more than 400,000 participation videos, e.l.f. partnered with Movers+Shakers, a creative agency, to create the track.

Movers+Shakers worked with Grammy Award-winning songwriter iLL Wayno and artist Holla FyeSixWun to help extend the original song used in the first TikTok video into a full-length track, the company said.

“We are always looking to engage with e.l.f.’s audience in new ways that allow them to be their authentic selves. Music is such a powerful way to connect and we are really excited to provide this unique opportunity for everyone to experience e.l.f.’s fun and playful personality while celebrating inclusivity beyond make-up,” Kory Marchisotto, the chief marketing officer at e.l.f. said. “e.l.f. was born a disruptor 15 years ago and we have been shaking up traditional beauty codes ever since. We are elated to express our brand through “Eyes. Lips. Face.” and turn up the volume on e.l.f.

In addition, “Eyes. Lips. Face” has been shared with radio stations and club DJs, and can be heard on Apple Music, Spotify and Google Play.