E.l.f. Creates Original Song to Celebrate First-Ever TikTok Shop Super Brand Day Sale

E.l.f. Cosmetics will be the first brand featured in a TikTok Shop Super Brand Day, which will put the brand front and center on the social media platform from March 31 to April 3, 2024.

The special TikTok activation will complement E.l.f.’s larger celebration of the brand’s 20th anniversary and also mark its one-year anniversary on TikTok Shop. E.l.f was an early adopter of the TikTok platform as well as its Shop functionality.

“E.l.f. has thrived on TikTok Shop by creatively engaging with our community and building exciting, culturally relevant moments,” said Nico Le Bourgeois, Head of TikTok Shop U.S. Operations in a statement. “We’re thrilled to partner with E.l.f. on this campaign and showcase products that shoppers can purchase directly on TikTok Shop.”

The highlight of E.l.f.’s Super Brand Day will be the debut of its newest product, the Power Grip Dewy Setting Spray, which sets makeup for all-day wear for only $10. To celebrate the launch, E.l.f. Cosmetics wrote an original song with lyrics set to a hip-hop beat that breaks down how to use the new product. During the Super Brand Day, customers who spend $15 will receive a free Power Grip Primer Mini.

“Being the first brand partner in a TikTok Shop Super Brand Day unites a unique trifecta: introducing a new product, debuting an original song and shining a spotlight on our Shop,” said Kory Marchisotto, Chief Marketing Officer of E.l.f. Beauty in a statement. “We wanted to surprise and delight our community who have been with us since our first viral moment on TikTok. It was important for us to make a bold entrance and show up in a disruptive way to this party, and what better way than a new product and another original song for the platform?”