OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. Cosmetics announces today ‘Get Ready With Music, The Album,’ featuring a dynamic collective of emerging global artists with rich, multifaced identities. Each talented artist infuses the album with creative energy and an invitation to the community to tell their own story of beauty and expression.
This new take on GRWM is an extension of viral Get Ready With Me beauty videos, which are in heavy rotation within e.l.f.’s social community. This new music gives anthems for every mood, statement and look with every beat dedicated to encouragement and empowerment.
The first single, dropping today, is Charlotte Rose Benjamin’s “Hairpin,” a track that unapologetically celebrates chasing personal dreams and defying the gravity of other people’s expectations.
“Every eye, lip and face has a unique story to tell, and it becomes even richer with a soundtrack,” said Kory Marchisotto, e.l.f. Beauty, Chief Marketing Officer. “Beauty and music both have transformative power. We challenged ourselves to make them force multipliers. ‘Get Ready With Music, The Album’ creates a sense of belonging – whether you are one of the talented artists featured on it or you are part of the community that embraces it as a blank canvas to express your (s)e.l.f.”
The album is the first body of work released by e.l.f. made, the company’s new entertainment arm.
The launch of e.l.f. made elevates the company’s ability to be e.l.f.ing entertaining to a new level. Furthering its standing as an entertainment brand, ‘Get Ready With Music, The Album’ builds on e.l.f.’s previous breakthrough and chart-topping music “ojos. labios. cara” with Manuel Turizo; “e.l.f. the Hauls” holiday album; and the first-ever branded original music for a TikTok hashtag challenge #eyeslipface.
e.l.f. worked with creative collective and longtime partner, Madwell, and its founder and Chief Creative Officer, Chris Sojka.
The synergy between music and makeup goes beyond the final face or look, according to proprietary data from Madwell. *
- 77% of women say makeup and music give them a sense of belonging and community
- 75% of women see music and makeup as important tools for self-expression
- 62% of women say they use makeup and music to represent different aspects of their personalities
The community can enjoy ‘Get Ready With Music, The Album’ on Spotify, Apple Music, iHeart, YouTube and TikTok.
The “Hairpin” video features Benjamin on a real-life, zero-gravity flight– the perfect metaphor for e.l.f.’s rocketship-fueled mantra that “anything is e.l.f.ing possible.” The closing sequence of the video was filmed aboard G-Force One, a modified B-727 aircraft, which due to its unique flight pattern, creates weightlessness, with Benjamin experiencing 15 minutes of floating during the shoot.
Benjamin, based in Brooklyn, New York, is inspired by the ongoing exploration and experimentation that music offers as she grows as an independent artist.
"I make music to feel understood and to make others feel less alone. Music is a medium that has allowed me to express myself more clearly than anything else. I love using makeup as a tool to express myself and I'm so excited about how creatively free I feel working with e.l.f," said Benjamin.
The full album, featuring Betty Who and Meduulla, among others, will be shared with the community on October 15.
“Hairpin” can be heard on:
Spotify: https://open.spotify.com/album/3hTFL5WyhW0loWiG8QLEVX
Apple Music: https://music.apple.com/us/album/hairpin-single/1765593342
iHeart: https://www.iheart.com/artist/-31488813/songs/-286535642/
*Madwell’s proprietary focus group was conducted on July 31, 2024 of 106 women age 16-30.
About e.l.f. Cosmetics:
e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean, vegan, double Cruelty Free certified with Leaping Bunny and PETA, and Fair Trade CertifiedTM. Learn more at www.elfcosmetics.com
