The beauty brand is the first to jingle into the holiday season with its latest campaign touting an “ amazing holiday album,” debuting on Triller, with the help of Movers+Shakers creative agency.


e.l.f Beauty Sleighs the Holidays with its Latest Marketing Campaign on Triller

Alarice Rajagopal
Senior Editor
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e.l.f. Beauty is pumping up the volume this holiday season with a new five-track holiday album, “e.l.f. the Hauls,” while also becoming the first beauty brand to launch on the popular music video-making platform, Triller.

"As a brand, we’re always pushing into new digital frontiers and in a mode of constant experimentation," Gayitri Budhraja, VP brand, e.l.f Beauty told CGT. "We saw an opportunity to enter Triller’s platform in a way that was bold, platform native, and become the first-ever beauty brand to launch a Triller challenge with an e.l.f.ed up holiday album we created."

“Triller is excited to partner with e.l.f. as the very first beauty brand to launch a Triller challenge,” said Bonin Bough, chief growth officer, Triller. “e.l.f. Cosmetics understands how to engage with Triller’s community on multiple levels — by engaging musicians and creating hit music as well as supporting emerging creators. This is exactly the type of brand collaboration Triller loves to support.”

"As Triller is looking to develop their beauty vertical, we were excited to partner on an idea rooted in our renegade spirit and built for Triller’s platform," added Budhraja.

In fact, e.l.f. Beauty has a history of leveraging social media for many of its innovative campaigns, some of which was detailed during the recent 2020 Consumer Goods Sales & Marketing Summit. During the Summit, Chief Digital Officer Ekta Chopra, explained, “If content is king, then data is queen! You need to marry those things together to win the hearts of your consumers.”

Building on the brand’s ability to be a music hit-maker, e.l.f. Beauty is remixing classic holiday songs to bring some glam and joy to the season while furthering its commitment to empowering rising talent. e.l.f. gathered up-and-coming artists Halston Dare, Yasmeen, Kiana V, and Rosette, to record fun and festive holiday remakes in various genres adding a modern twist to the classic seasonal hits we love: ”Jingle Bells (e.l.f. Remix),” “Joy to the World (e.l.f. Remix),” “Deck the Halls (e.l.f. Remix),” “Up On the Housetop (e.l.f. Remix),” and “Auld Lang Syne (e.l.f. Remix).” e.l.f. tapped creative agency Movers+Shakers to design the campaign and produce the brand’s first-ever album.

“We intend to bring holiday cheer to the season in a way that e.l.f. has never done before through music, self-expression and pure joy,” said Kory Marchisotto, chief marketing officer, e.l.f. Beauty. “The release of our holiday album supports emerging artists, while reaching new audiences through new digital platforms, like Triller. This holiday, we invite every eye, lip and face to e.l.f. the Hauls.”

As a bonus holiday gift, e.l.f. is also bringing colorful mini music videos to accompany each song launching on Triller, as well as versions for Instagram, YouTube, and TikTok. Featuring popular influencers Loren Gray, Michael Le, and the Bad Wiggies, the music videos bring e.l.f. expression to life in a playful, e.l.f. indulgent way. Imagine Mini Poreless Putty Primers piled and stacked high to look like rooftops, a wall of Liquid Glitter Eyeshadow, and a platter of Super Minis Kits laid out like a platter of holiday appetizers.

e.l.f. is also offering holiday kits with many of the items featured throughout its musical campaign, available online at, or exclusively in stores and online at Target. Beauty enthusiasts, holiday aficionados, and music lovers everywhere are welcome to share their holiday spirit and listen to the full holiday album, now available for download via Spotify or Apple Music.