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WATCH: e.l.f. drops new music video with iLL Wayno

Makeup brand e.l.f. Cosmetics has unveiled a new music video in partnership with Republic Records and the Grammy Award-winning producer iLL Wayno.

The cult vegan beauty label has put its hit tune “Eyes. Lips. Face. (e.l.f.),” which it launched back in October, to film, starring Wayno and recording artist Holla FyeSixWun.

The catchy track was originally unleashed as part of the brand’s #EyesLipsFace TikTok social media challenge, which went viral and led to the creation of more than 2.8 million videos, including clips from Ellen DeGeneres and beauty influencer James Charles.

Created with the help of the producer, composer, musician, songwriter and artist Wayno, it reached number four on Spotify’s Global Viral chart. The brand hopes that the video, produced with the help of Republic Records, will broaden the song’s appeal even further.

“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, in a statement. “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.”

E.l.f. has cultivated a reputation for fun, vibrant makeup at affordable prices since it was founded in 2004, and has boosted its popularity via collaborations with everyone from micro influencers to heavyweight fashion designers such as Christian Siriano. RGA


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