After the success of e.l.f. Cosmetics’ #eyeslipsface viral TikTok challenge, the beauty brand teamed up once again with creative studio Movers+Shakers to launch the first-ever TikTok reality show. #EyesLipsFamous provided a platform to help aspiring TikTok influencers reach their dreams faster. Winners of the contest got to participate in a “Beauty Camp,” where they were mentored by three of the biggest names in TikTok beauty. The show resulted in over 40MM views and a 57% increase in new followers on e.l.f.’s channel.