The musical track was born out of e.l.f.’s #eyeslipsface TikTok challenge, the first branded TikTok campaign to use original music. The campaign has been viewed over 1 billion times and TikTok users created over 400 thousand videos participating in the challenge.
E.l.f. and partner Movers+Shakers, a Brooklyn-based creative agency, worked with the Grammy Award-winning songwriter iLL Wayno and up-and-coming artist Holla FyeSixWun to extend their TikTok original into a full-length track.
With inspiration from songs like 2 Chainz’s “Watch Out,” Kash Doll’s “Ice Me Out” and Iggy Azalea’s “Kream,” the team carefully crafted “Eyes. Lips. Face.” to include bold elements for every eye, lip and face to sing and enjoy on the dance floor. The song’s quick, funky beat and inviting lyrics encourage listeners to sing and dance while celebrating e.l.f.’s core values of individuality and self-expression.
“We are always looking to engage with e.l.f.’s audience in new ways that allow them to be their authentic selves. Music is such a powerful way to connect and we are really excited to provide this unique opportunity for everyone to experience e.l.f.’s fun and playful personality while celebrating inclusivity beyond make-up,” said Kory Marchisotto, chief marketing officer at e.l.f. “E.l.f. was born a disruptor 15 years ago and we have been shaking up traditional beauty codes ever since. We are elated to express our brand through “Eyes. Lips. Face.” and turn up the volume on e.l.f.”