Get Ready With Music

e.l.f. wanted to push beyond beauty and establish itself as an entertainment-driven brand. The challenge was to connect cosmetics to culture in a way that felt authentic to their Gen Z audience, who see getting ready as more than routine — it’s a performance and a mood-setter.

Music is central to the ritual of getting ready. In fact, 82% of women listen to music while getting ready, and 92% say it boosts their mood. By pairing beauty with sound, e.l.f. could transform the “GRWM” moment into an immersive cultural experience.

We created “Get Ready With Me Music,” an original e.l.f.-produced album and branded content series designed as the ultimate soundtrack for self-expression. From music videos to Spotify playlists, the campaign turned makeup routines into entertainment, fueled by cultural collaborations and viral content.

• Spotify album release with millions of streams

• Music video debut reaching nearly 10M views

• Social media buzz with fans calling it “unexpected” and “inspired”

• Elevated e.l.f. from beauty brand to entertainment powerhouse