E.l.f. Cosmetics is taking the beauty game to the next level, and this time, it’s all about the music! If you’re a uni student who loves getting ready while jamming to the latest tunes, E.l.f. has just dropped something that’s going to elevate your routine. Introducing “Get Ready With Music, The Album” – the first release from E.l.f.’s new entertainment division, E.l.f. Made. This album isn’t just about great music; it’s designed specifically to be the perfect backdrop for your Get Ready With Me (GRWM) videos, a staple on platforms like TikTok.
The album, crafted in collaboration with creative agency Madwell, kicked off with the release of the single “Hairpin” by Charlotte Rose Benjamin. The accompanying music video is pure vibes, featuring Benjamin in a zero-gravity experience aboard a G-Force One flight. But that’s just the beginning – the full album, dropping on October 15, will feature tracks from other rising stars like Betty Who and Meduulla. You’ll be able to stream it on all your favorite platforms, including Spotify, Apple Music, iHeart, YouTube, and TikTok.
So, why is E.l.f. diving into the music scene? It’s all about being where the culture is. GRWM videos have taken over social media, and E.l.f. wants to be more than just the makeup you see in these clips – they want to be the beat that makes you move. By creating “Get Ready With Music, The Album,” E.l.f. is positioning itself not just as a cosmetics brand but as a full-fledged entertainment company.
This isn’t E.l.f.’s first foray into music, but it’s certainly their most ambitious. Past projects include collaborations like “ojos. labios. cara” with Manuel Turizo and even a holiday album. But with E.l.f. Made, the brand is making a serious commitment to producing content that’s as entertaining as it is empowering.
For a beauty brand that’s already made waves on social media, this move into the entertainment industry is just the latest example of E.l.f.’s innovative approach to marketing. And it’s paying off – E.l.f. has seen a significant boost in sales, with a 77% increase year-over-year in 2024. The brand’s focus on marketing, particularly through engaging and creative content, is resonating with consumers, especially those who prefer to connect with brands through more than just ads.