Just three days after launch, e.l.f. Cosmetics is celebrating its second viral hashtag challenge that surpassed one billion views on TikTok, this time with #elfMagicAct.
 
The new TikTok hashtag challenge invites people to use e.l.f.’s $8 primer as their magic wand, to digitally transform their look or anything around them.
 
“e.l.f. has always been a digital disrupter carving new paths since our brand was born 16 years ago. That renegade spirit and quest for new frontiers is in our roots, and with TikTok, we are proud to develop innovative content and a form of (s)e.l.f. expression that our audience loves,” said Kory Marchisotto, chief marketing officer, e.l.f. Beauty. “We are moved by the incredible engagement that we continue to receive from the TikTok community, that has pushed us past one billion views, twice, in two separate campaigns.”
 
Achieving Success a Second Time
 
Building on its venture into musical expression and the success of the hit song “Eyes. Lips. Face.,” which set the record for the most viral campaign in TikTok U.S. history with the #eyeslipsface challenge – e.l.f. Cosmetics’ newest challenge is again fueled by Santa Monica-based creative agency Movers+Shakers. This challenge celebrates the Poreless Putty Primer.
 
To support the challenge, the group tapped award-winning artist M. Maggie, to write and record the brand’s new original song, “Magic Act.” In addition to being a talented musician, M. Maggie recently started her own label, All Love Records, which connects young producers, directors, artists, dancers, choreographers, and musicians around the globe to create music together.
 
Inviting everyone to join in on the fun, e.l.f. Cosmetics worked with a diverse group of influencers including some of TikTok’s top beauty enthusiasts. The #elfMagicAct launched on e.l.f. Cosmetics’ TikTok channel, @elfyeah. Check out one of the TikToks below.
 
To celebrate its fans, e.l.f. Cosmetics is also running a sweepstakes where video creators have a chance to win a free Putty Primer with a qualifying purchase on its website.

@elfyeah

Win a putty primer! Follow elfyeah, create a tiktok using this sound, & tag ##elfmagicact ✨ @victorialyn 👑 Official Rules: https://bit.ly/3gJT6L4

♬ Magic Act (e.l.f.) feat Poreless Putty – M. Maggie, Tie Hixton