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Special Project

Special Project
From the 15th Annual Shorty Awards

@elfyeah TikTok Brand Channel

Entered in TikTok Presence


Strategy and Execution

e.l.f. is a bold disruptor with a kind heart. It is creating a different kind of beauty company by disrupting norms, shaping culture and connecting communities through positivity, inclusivity and accessibility. e.l.f. leads by being eyes.lips.first. And not eyes.lips.follow. It learns by doing, not by waiting and watching. 

The @elfyeah TikTok brand channel is the place where e.l.f. can be its zany self! Different from any other e.l.f. owned and operated channel, on TikTok, e.l.f. peels back the curtain and lets the community in on the realness, humor and badassery. e.l.f. Is your BESTIE. It is always on-trend, in the know, on the pulse, in on the joke, and a thought-leader in conversations. People look to them for recommendations, insights, tips/tricks & relatability! e.l.f. can be part of any community - they always want to learn more and become more well-rounded. They are open-minded, bold, passionate, inclusive and real. e.l.f. understands and resonates with its community. e.l.f. is influential because it is REAL, provides value, has strong morals and values, and wants to make an impact.


e.l.f. Cosmetics has had 10 products go VIRAL on TikTok. With more than 🔥10 million views🔥 (and glowing
reviews), these viral finds are known to sell out.

Comments range from "I'm gonna order all the shades. This is HOT!" to "This product completely changed my makeup game."

As of February 2023, the @elfyeah TikTok channel has over 720k followers and 13.5 million likes across all of its videos.


Video for @elfyeah TikTok Brand Channel

Entrant Company / Organization Name

Movers+Shakers, e.l.f. Cosmetics


Entry Credits