e.l.f. wrote the playbook for TikTok brand marketing—'Eyes Lips Face' was the first brand-commissioned song to go viral on the platform, turning drugstore cosmetics into a cultural moment.
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See all ads on AdLibrary →e.l.f. Cosmetics is an Oakland-based mass-market color cosmetics brand founded by Joey Shamah and Scott Vincent Borba in 2004. The brand pioneered TikTok brand marketing with the viral 'Eyes Lips Face' song in 2019 and has since acquired Rhode Beauty, positioning itself as a DTC-native beauty platform. Also searched as E.l.f..
e.l.f.'s paid strategy is built on cultural relevance at speed. The brand was among the first to commission an original TikTok song ('Eyes Lips Face') before most brands had even joined the platform—and the campaign generated 5 billion views. Their ongoing ad strategy deploys high-velocity creative testing, hero SKU focus (Halo Glow, Power Grip Primer), and frequent brand collaborations that generate earned media amplifying paid spend. See e.l.f.'s current ad creative at AdLibrary.
Facebook and Instagram carry e.l.f.'s performance campaigns alongside TikTok. Hero SKU conversion ads (Halo Glow Liquid Filter, Power Grip Primer) drive strong ROAS with before/after and application demo creative. The brand's mass-retail presence at Target and Walmart means paid social drives both DTC and retail traffic simultaneously. Creator UGC is used extensively to keep creative fresh and culturally relevant.
Core themes: premium quality at accessible prices; dupes of luxury products at a fraction of the cost; TikTok-viral product moments; clean, vegan, and cruelty-free formulas; and unexpected brand collaborations (Chipotle, Dunkin', Liquid Death). Copy is witty, self-aware, and brand-voice-consistent—e.l.f. has one of the most distinctive tones in mass cosmetics.
e.l.f. demonstrates that speed and cultural fluency beat budget in the TikTok era. The 'Eyes Lips Face' campaign cost a fraction of a Super Bowl ad and generated more impressions. Their ongoing collaboration strategy (partnering with culturally relevant brands from Chipotle to Liquid Death) generates earned media that multiplies every paid dollar. Lesson: in a world where attention is scarce, surprising your audience by showing up where they don't expect you is worth more than showing up predictably where they do.
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