e.l.f. Cosmetics has launched cruelty-free and vegan Big Mood Mascara and teamed up with recording artist Tierra Whack to inspire confidence and creativity in a new campaign.
 
Big Mood Mascara is a clean, volumizing and lifting mascara that gives a false lash effect without smudging. For a bold look with definition, it features a uniquely shaped brush head that helps lift lashes to their highest heights. What’s more, the brush’s hourglass shape helps build volume while separating lashes. The creamy formula is infused with jojoba wax to hold lashes’ curl and gives a smooth, effortless application from day to night.
 
Adding a playful beat, the campaign features Tierra Whack‘s new hit song, “Walk The Beat,” which celebrates Tierra’s “whack world” take on style and fashion. To amplify the momentum around Big Mood, e.l.f. Cosmetics will also work with top TikTok influencers to invite the community to show off their Big Mood energy.
 
“Tierra connects with and inspires people through her music and creative executions,” says Patrick O’Keefe, VP, Integrated Marketing Communications, e.l.f. Beauty. “Tierra is a leader, and she brings joy to everything she does. We’re excited for this epic launch that will combine the energy, style and creativity of Tierra and Big Mood!”

Contribution to Women’s Way of Philadelphia
 
Furthermore, Whack and e.l.f. are giving back by commemorating Big Mood’s launch with a $25,000 contribution to Women’s Way of Philadelphia, a nonprofit dedicated to empowering organizations and individuals to take action to support equal opportunity for women, girls and gender equality.
 
“I support and really appreciate Women’s Way mission of gender equity and commitment to economic security,” said Whack. “They work hard to ensure that women have the right to equal opportunity and equal wages to provide for their futures.”
 
Big Mood Mascara is available on elfcosmetics.com and at major retailers and drugstores nationwide including Target, Walmart, ULTA Beauty. Big Mood Mascara is also available in Canada at Shoppers Drug Mart and at select Douglas’ stores across Europe. In the UK, it is available at Superdrug and will launch at Boots on August 11.