The driving force behind e.l.f. Cosmetics’ social media strategy was to build a thriving, engaged community across TikTok, YouTube, Instagram, Facebook and X. One that goes beyond traditional follower numbers and operates as a two way street, to not only create deep, personal connections with consumers but also to ensure the community feels both seen and heard by the brand. The goal was to transform everyday interactions into powerful engines for brand growth, loyalty, and cultural relevance. By focusing on social-first, consumer-centric strategies, the vision was to foster authentic interactions, turning engagement into advocacy, and ultimately, creating a lasting impact on both the brand’s presence in the beauty industry and its relationship with its audience. As a brand for every eye, lip and face, e.l.f. positions itself as its community’s best friend, one that stands for what they believe in and cultivates inclusivity.
e.l.f. Cosmetics executed its community-driven strategy through proactive engagement, social listening, and culturally relevant campaigns. We strategically enhanced our response rate, elevating it from 30% to 96%, and managed over 43,000 comments with a quick average response time of just under 5 minutes—far surpassing industry norms. We actively participated in conversations and created a space for customers to feel heard and valued. From viral product launches to cultural collaborations, effective community management has amplified e.l.f. Cosmetics’ reach and impact across 25+ campaigns—Key moments that stole the spotlight included the highly awaited restock of the viral ‘Marriage Material Lip Kit’—an iconic collaboration between TikTok megastar Mikayla Nogueira and e.l.f. Cosmetics, where Mikayla became “CEO of the Day.” In addition, we amplified excitement around e.l.f.’s Jelly Pop Collection, the Glow Reviver Lip Oil Kit and Holy Hydration! Thirst Burst Drops. Another standout moment was the buzzworthy partnership with Stanley, where limited-edition quenchers and a tumbler lip oil holder accessory were released. Showcasing how e.l.f. Cosmetics consistently tapped into the cultural zeitgeist , cementing its place at the epicenter of beauty and lifestyle trends.
To truly make e.l.f. Cosmetics’ community feel as though they have a seat at the table; we also used social listening to gather insights that have helped inspire upcoming product ideas and campaigns. This approach not only helped guide product development but also fueled inspiration through real consumer demand.
One challenge we faced was ensuring the engagement was meaningful and impactful and didn’t just focus on numbers. We turned interactions into valuable relationships by listening to the community and actively responding. As a brand that puts its community at the center of all it does, e.l.f. Continues not only raises the bar but sets a new standard for community-first approaches that move at the speed of culture.
The results exceeded our expectations and directly aligned with the objectives set out. In just six months, e.l.f. Cosmetics experienced explosive growth, gaining over 700,000 new followers across TikTok, YouTube, Instagram, Facebook and X, proving that the brand’s engagement strategy had undeniable magnetic appeal. Our dramatically improved response rate, created a personalized and impactful experience for our audience. On average garnering 98% positive sentiment balancing product and campaign work, and 99% on recent purpose driven campaigns. The community's excitement led to viral moments and successful product launches, such as Mikayla’s Marriage Material Lip Kit restock, which sold out in less than 10 hours. Social listening allowed us to continuously adapt to customer feedback, keeping the brand culturally relevant and ahead of the curve. This approach not only drove business growth, with higher e-commerce sales, but also positioned e.l.f. Cosmetics as a cultural leader in beauty. The combination of engagement, innovation, and responsiveness made our efforts a resounding success.
