e.l.f has done it again! The company has reached over 1 billion views on TikTok for a second time

Image credits: TikTok 

e.l.f has done it again! The company has reached over a billion views on TikTok

Affordable vegan beauty brand e.l.f. Cosmetics’ latest TikTok marketing campaign has gone viral surpassing 1 billion views once again.

The US company was inspired by a popular transformation trend on the social platform, where users edit videos to create a quick-change make-up look, for its #elfMagicAct challenge.

Consumers were asked to share their best digital transformations using the Poreless Putty Primer and the brand’s original song ‘Magic Act’ by M. Maggie.

e.l.f is quoted a saying: “That renegade spirit and quest for new frontiers is in our roots, and with TikTok, we are proud to develop innovative content and a form of (s)e.l.f. expression that our audience loves.”

You might remember e.l.f’s first viral hit: #eyeslipsface, now has six billion views and saw TikTok users promoting healthy hand-washing and greeting techniques to prevent the spread of Covid-19. 

If you would like to read the full story on Cosmetics Business click below. Don’t forget you can read reviews on hundreds of e.l.f products on Beauty Buddy.