e.l.f. Cosmetics is bringing music to the beauty world with the launch of its first-ever music album, “Get Ready With Music.” The project is an extension of viral Get Ready With Me beauty videos, which are in heavy rotation within e.l.f.’s social community, the company said.
Beyond the beauty counter
According to the press release, this new take on GRWM, spearheaded by the brand’s new entertainment arm, e.l.f. made, goes beyond the beauty counter, creating a vibrant soundscape for self-expression.
Featuring a diverse roster of rising global artists, the album promises anthems for every mood and look. From fiery confidence to playful experimentation, each track empowers listeners to tell their own story through music and makeup. Leading the charge is Charlotte Rose Benjamin with her single, “Hairpin,” which dropped today.
“Every eye, lip and face has a unique story to tell, and it becomes even richer with a soundtrack,” said Kory Marchisotto, e.l.f. Beauty, Chief Marketing Officer. “Beauty and music both have transformative power. We challenged ourselves to make them force multipliers.”
Furthering its standing as an entertainment brand
This isn’t e.l.f.’s first foray into the world of music. The company previously collaborated on chart-topping tracks like “ojos. labios. cara” with Manuel Turizo, delivered holiday cheer with the “e.l.f. the Hauls” album, and created the first-ever branded original music for a TikTok hashtag challenge #eyeslipface.
“Get Ready With Music” builds on that success, offering a curated soundtrack for the brand’s already thriving online community and furthering its standing as an entertainment brand.
Powerful tools for self-expression and belonging
e.l.f. worked on the project with creative collective and longtime partner, Madwell, and its founder and Chief Creative Officer, Chris Sojka. According to proprietary data from Madwell, the connection between music and makeup goes beyond aesthetics. A significant portion of women surveyed find both mediums to be powerful tools for self-expression and belonging.
“Hairpin” is just the first taste of the album. The full release, featuring artists like Betty Who and Meduulla, is scheduled for October 15th. Fans can stream “Get Ready With Music” on Spotify, Apple Music, iHeart, YouTube, and TikTok.
