e.l.f. Cosmetics launches first TikTok reality show

The series, featuring contestants at the e.l.f. Beauty Camp, will be streamed via e.l.f.’s TikTok channel

Beauty brand e.l.f. Cosmetics has introduced its first-ever TikTok reality show.

Dubbed Eyes. Lips. Famous. and inspired by e.l.f.’s commitment to empowering consumers, the brand is giving three content creators the opportunity to attend the e.l.f. Beauty Camp, which is set to kick off in late September and will run for one month.

Winners will win a US$5,000 brand sponsorship with e.l.f. Cosmetics to represent the brand on TikTok.

“Celebrating the unique beauty of every eye, lip and face is fundamental to our DNA,” said e.l.f. Cosmetics’ CMO, Kory Marchisotto.

“We are committed to creating a culture where all individuals are encouraged to express their tourist selves and empowered to succeed.

“With Eyes. Lips. Famous. our intention is to raise up others by elevating and amplifying the vices of our community.”

To take part, consumers need to submit a TikTok video showcasing their make-up skills to the brand’s channel and the three finalists will be chosen by beauty influencers Avani Gregg, Madi Monroe and Seth O’Brien.

The three social media stars will also be responsible for judging the contest.

Entries to take part in the TikTok series close on 20 August and will be available to stream via e.l.f.’s channel.

Earlier this year, e.l.f. turned to the social media platform to encourage consumers to wash their hands during the coronavirus pandemic.

The video was a recreation of the brand’s Eyes.Lips.Face (e.l.f.) song performed by Holla FyeSixWun and songwriter iLL Wayno.

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