e.l.f. Launches Entertainment Arm With Full Album Drop

It’s time to put on makeup and dance alone, according to a new e.l.f.-produced single.

The company is pushing its marketing into a new category with its own entertainment arm, e.l.f. made. The first launch from the division is an album meant to provide a musical backdrop for e.l.f. consumers putting their makeup on. 

The “Get Ready With Music, The Album” builds on the company’s existing beauty videos by the same name, reflecting themes of self-expression and empowerment, the company said. It features emerging and diverse, global artists.

The first single, “Hairpin” by Charlotte Rose Benjamin, is about following personal dreams and pushing beyond others' expectations, and the music video introduces zero-gravity visuals. Kory Marchisotto, CMO of e.l.f. Beauty said, “Beauty and music both have the power to transform. With this album, we’ve combined the two to foster a sense of belonging for both the artists and the community.”

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“We challenged ourselves to make them force multipliers. ‘Get Ready With Music, The Album’ creates a sense of belonging — whether you are one of the talented artists featured on it or you are part of the community that embraces it as a blank canvas to express your (s)e.l.f.,” she added.

The full album, out on October 5, will feature artists such as Betty Who and Meduulla.

'A Steady State of e.l.f.ing Entertaining Hits'

The company has a track record of out-of-the-box marketing activations, being the first beauty brand to jump onto the Roblox gamification trend with real-world commerce through its partnership with Walmart. It has received 15 million visits on the platform so far. 

The company also launched experiences for Apple Vision Pro, allowing consumers to purchase select e.l.f. Products via Apple Pay as well as interact with the brand via stretching exercises and guided meditation and an interactive “Paint by Numbers” game. 

This isn’t e.l.f.’s first foray into music. The company previously collaborated with artist Manuel Turizo for “ojos. labios. cara”, launched a TikTok challenge called #eyeslipface, and released an “e.l.f. the Hauls” holiday album.

“We’re no strangers to creating a steady state of e.l.f.ing entertaining hits and ‘Get Ready With Music, the Album' is the perfect constellation of our passions,” said Marchisotto on LinkedIn. “This e.l.f.-made production rockets us into new orbits as we elevate how we inspire our growing communities.”