E.l.f. is digging into the music business.
The beauty brand popular on social platforms, particularly TikTok, is diving into the entertainment space with “Get Ready With Music, The Album.” The album’s first track is Charlotte Rose Benjamin’s “Hairpin.” The title and concept of the album are centered around viral Get Ready With Me (GRWM) videos that have become popular on social media. Many of these videos, particularly on TikTok, feature e.l.f products.
The company also announced e.l.f. Made, a new entertainment arm that it says will build on its history to create more entertainment content centered around the brand’s values. It also launched a holiday album in 2021, called e.l.f. The hauls.
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