“Eyes. Lips. Face. (e.l.f.)” Receives Over 4 Billion TikTok Views
NEW YORK–(BUSINESS WIRE)–Republic Records today, in partnership with e.l.f. Cosmetics, announced the release of the music video for the hit song “Eyes. Lips. Face. (e.l.f.)” by GRAMMY ® Award-winning producer iLL Wayno, as the make-up brand continues expanding its musical footprint to celebrate inclusivity and comradery in beauty.
Watch “Eyes. Lips. Face. (e.l.f.)”: https://elfcosmetics.com/eyeslipsface
e.l.f. originally created the music to amplify its core DNA – e.l.f. is for every eye, lip and face. They launched the song in October as part of the #EyesLipsFace TikTok challenge, which quickly became the biggest branded TikTok campaign in history: people created over 2.8 million videos, including celebrities like Ellen DeGeneres, Terry Crews, beauty influencer James Charles and more. The music quickly became a global sensation, hitting #4 on Spotify’s Global Viral chart, as users added it to over 200,000 Spotify playlists. Last week, the #EyesLipsFace challenge passed 4 billion views on TikTok.
“From the beginning we set out on a mission to unleash the brand’s innate renegade spirit,” said Kory Marchisotto, e.l.f.’s Chief Marketing Officer. “A ground-breaking TikTok campaign, a viral chart topping song, and now the release of a music video in partnership with Republic Records is an illustration of our ability to break the rules of beauty.”
To create the music and the TikTok challenge, e.l.f. tapped Brooklyn creative agency Movers+Shakers, alongside iLL Wayno and Holla FyeSixWun. And now, with the help of Republic, the contagious song and its themes of inclusivity and e.l.f.-expression will have even more opportunity to take the world by storm.
GRAMMY Award-winning and nominated iLL Wayno is a producer, composer, musician, songwriter, artist and musical prodigy. Growing up in Jamaica, Wayno was exposed to the purist sounds of Reggae music and then expanded his musical palette after moving to the US. In high school, Wayno found a demo version of a beat making software, where he created sounds and beats to form his own signature style. Wayno quickly became a studio fixture, honing his production chops by producing songs for Shaggy, Nas, 2 Chainz, Nicki Minaj, Chris Brown, Daddy Yankee, Natti Natasha and more. An avid composer, Wayno has scored commercials, theme songs, and background music for many popular TV shows include Showtime’s “Word Is Bond” movie and Netflix’s “Rapture.”
When Movers+Shakers called iLL Wayno to develop “Eyes. Lips. Face. (e.l.f.)” he brought in a fresh voice, Holla FyeSixWun, and together they created a sound that the world loved. After millions made TikTok videos using their music, now Holla and Wayno star in the official “Eyes. Lips. Face. (e.l.f.)” music video.
About e.l.f. Cosmetics
Since 2004, e.l.f. has made the best of beauty accessible to every eye, lip and face. We make high quality, prestige-inspired cosmetics and skin care products at an extraordinary value and are proud to be 100% vegan and cruelty-free. As one of the first online beauty brands, e.l.f. has a passionate social following, national distribution at leading retailers such as Target, Walmart, and Ulta Beauty, and a growing international presence. Learn more by visiting www.elfcosmetics.com.
About Republic Records
A division of Universal Music Group, the world’s leading music company, Republic Records is home to an all-star roster of multi-platinum, award-winning legends and superstar artists such as Ariana Grande, Black Sabbath, Florence + the Machine, Hailee Steinfeld, James Blake, James Bay, John Mellencamp, Julia Michaels, Kid Cudi, Liam Payne, Of Monsters and Men, Post Malone, Seth MacFarlane, Stevie Wonder, Taylor Swift and more. Founded by brothers and chief executives Monte and Avery Lipman, it is also comprised of innovative business ventures, including American Recordings (The Avett Brothers), Boominati Worldwide (Metro Boomin), Brushfire (Jack Johnson), Casablanca Records (Tïesto), Cash Money (Drake, Jacquees, Nicki Minaj), Hollywood Records (Sofia Carson, Zendaya), Lava Records (Greta Van Fleet, Jessie J, Lorde), Monkeywrench (Pearl Jam), XO (The Weeknd, Belly, NAV),Young Money (Drake, Lil Wayne, Nicki Minaj), Roc Nation (Jaden Smith, Justine Skye), among others. Republic also maintains a long-standing strategic alliance with country powerhouse Big Machine Records, and Universal Music Latin Entertainment. In addition, Republic has expanded to release high-profile soundtracks for Universal Pictures (Fifty Shades of Grey, SING), Fox TV (Lee Daniels’ STAR, The Four), and NBC TV (The Voice), as well as other notable film and television franchises.
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