ABOUT

After the most viral campaign in TikTok US history (#eyeslipsface), e.l.f. was looking for a new way to disruptively market on TikTok, and boost its cultural relevance among Gen Z.

So many young creators have dreams of becoming influencers, especially in the beauty community. And one of e.l.f.’s core brand pillars is to empower its community to go after its dreams.

So “Eyes. Lips. Famous.”, the first-ever TikTok-native reality show, was born as a fusion of e.l.f.’s purpose pillar (their mission to empower their community) with a consumer insight (that so many people dreamt of becoming influencers).

We recruited three top TikTok beauty influencers to put out our open call: Nominate yourself to star in the reality show by creating a TikTok video saying why you deserve to win! Winners would earn a month-long “Beauty Camp,” where they’d be coached by top TikTok influencers, professional makeup artists, and more. Over 3,300 consumers created TikToks nominating themselves!

Our influencer judges selected three winners to star in the show with them, which aired daily on e.l.f.’s TikTok channel for a month. Each “episode” showed a part of Beauty Camp, in less than 60 seconds, featuring challenges, tips, tricks, and (of course!) behind-the-scenes drama.

The show led to a very excited and engaged brand community. Over three thousand TikTokers organically nominated themselves and made videos to enter the competition. The show earned over 40 million views and led to a 57% lift in followers on e.l.f.’s TikTok channel.

The TikTok community showed a lot of love, commenting how much they loved the influencers, loved e.l.f. and e.l.f. products and how helpful the tips and insights were.