• by OMMA Editors , January 10, 2021

e.l.f. Cosmetics set out to empower and inspire Gen Z TikTokers who dream of becoming beauty influencers. The first TikTok reality show on e.l.f.'s Tiktok channel featured contestants displaying their skills and demonstrating their brand love and showcased their experiences at “beauty camp” where they learned from beauty experts, met challenges, and set their sights on a brand sponsorship deal. The show earned over 40 million views and led to a 57% spike in new followers on e.l.f.’s channel.