e.l.f.ing amazing
Looks Created for The Future X
Winners of e.l.f.’s @elfitup Hashtag Challenge
to Create Personalized Looks for Simon Fuller’s The Future X
Collective
e.l.f. Cosmetics (NYSE: ELF) announces the official makeup
artists and skincare expert signed on to work with The Future X, a
first-of-its-kind pop group scouted on TikTok by internationally
renowned producer Simon Fuller. Reaching over 12 billion views,
e.l.f. Cosmetics’ #elfitup hashtag challenge on TikTok had fans
eager to learn who was going to be chosen to live their dream
career.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20220316005788/en/
The Future X with multimedia installation
artist MokiBaby inside the e.l.f.ing amazing room at The Future X’s
Malibu house. (Photo: Business Wire)
Emerging artists were invited to upload videos showing off their
most inspiring makeup looks using the hashtag #elfitup with the
brand’s new original song created for the challenge. With entries
pouring in, three insanely talented makeup artists and one skincare
expert were chosen.
Bringing their creativity and boundless passion for beauty, the
#elfitup makeup artists and skincare winners are Morgan Tanner,
Caleb Harris, Aditi Harish and Markphong Tram. The e.l.f. team and
makeup artist Morgan Tanner joined forces at the Malibu house in
Malibu, California, where the seven members of The Future X are all
living together for a full brand immersion. e.l.f.’s Global Makeup
Artist Anna Bynum explained how the goal was to create looks that
“reflect each member of The Future X’s personality, envelop their
individuality and play up their optimism.”
“What we are building together with The Future X, Simon Fuller
and the TikTok team is limitless,” Kory Marchisotto, Chief
Marketing Officer, e.l.f. Beauty exclaimed. “We are opening hearts,
opening minds and opening doors for the next generation of
creators. This collaboration represents the magic we can make at
the intersection of beauty, music and entertainment.”
“Everyone loves music, it connects us all. The Future X embodies
this spirit. The group were all discovered on TikTok just as e.l.f
is discovering the next generation of makeup artists after their
incredible hashtag challenge numbers,” added Simon Fuller.
“Extraordinary young talent given the opportunity to succeed is a
powerful idea. Together with e.l.f we are celebrating music, dance
and the beauty industry by breaking down the barriers and putting
creativity in the hands of the individual.”
Inside the Malibu House, e.l.f. has created an ‘e.l.f.ing
amazing’ room, where The Future X collective get inspired to
‘e.l.f. it up’ daily as well as prep for content, appearances,
video and photo shoots. Customized by Multimedia Installation
Artist and Experiential Expert Veronica Gessa, aka Mokibaby, the
room contains a mind-blowing array of e.l.f. makeup and skincare
products in a vibrant yet cozy art filled space that’s popping with
texture, light and color – it’s a place to encourage
self-expression and feel your best (s)e.l.f.
THE LOOKS
The looks created for The Future X, by the #elfitup makeup
artist Morgan, are nothing short of pure inspiration. To capture
the energy of performing on stage, looks were inspired by bright
neon colors, bold streaks of reds and pink and an abundance of
metallics and glitter, all while staying authentic to each member
of The Future X’s persona. The latest beauty trends like loud
eyeliners, full brows, pops of color on the eyes, and monochromatic
looks were also incorporated. To recreate The Future X looks, go to
elfcosmetics.com and explore e.l.f.’s top OG products such as:
award winning Liquid Glitter Eyeshadow, Liquid Metallic Eyeshadow,
18 Hit Wonders Eyeshadow Palette, Face and Body Gems, H20 Proof
Eyeliner Pen, Big Mood Mascara, SRSLY Satin Lipstick and Liquid
Matte Lipstick.
Coming up for the other #elfitup winners – Aditi, Caleb and
Markphong – will each join The Future X and work with the group and
e.l.f. to elevate key creative projects with their unique makeup
and skincare talents. They will be involved in creating looks for
specific events such as: performances, music videos and
photoshoots, showcasing the talent of the TikTok platform in the
real world of a pop group.
THE FUTURE X
The collective’s seven members include singers Angie Green, Luke
Brown, and Maci Wood plus dancers Jayna Hughes, Sasha Marie, Tray
Taylor and Drew Venegas, who now live and work together in their
Malibu compound. After spending the past couple of months in the
recording studio and preparing for their first live performances,
The Future X has just gone on tour. Hear a teaser for their
forthcoming debut single in this video here.
The Future X will be live today on e.l.f.’s Twitch channel
@elfYou. Tune in to experience how The Future X gets ready for a
concert using e.l.f. products to perfect their stage looks. The
stream will air from 9:30am-10:30am PST.
Fans can enjoy watching every stage of the group's creative and
personal journey, by visiting The Future X hub on TikTok here and
following @thefuturexofficial. On March 19, fans can watch The
Future X perform “This Kind of Love” live in Brazil” on e.l.f.’s
TikTok channel @elfyeah.
MORE ABOUT THE #ELFITUP
WINNERS
Morgan Tanner: Originally from England, Morgan grew up in
Dubai and recently moved to San Diego. “I watched my mum doing her
makeup when I was young and always played with her products,” she
says. “I’m committed to keeping my work fun, creative and honest,
and to establishing genuine connections with my followers.”
Caleb Harris: Hailing from Philadelphia, has been
perfecting his craft for the past four years and calls his win a
dream come true. “I cannot believe this is happening,” he says,
“and I’m so honored to be a part of this team!”
Aditi Harish: A self-taught makeup enthusiast from San
Francisco says she’s always thinking about the next video to post
on TikTok. “I've been into social media for as long as I can
remember,” she says, “from making music videos on YouTube to
building a portrait photography business via Instagram to now
creating my own channels to post the content I love!”
Markphong Tram: The skincare winner is based in New York
City and has worked on a wide variety of photo and video shoots for
clients and celebrities. “I believe that simplicity and elegance
are the defining factors of true beauty,” he says. “I love
exploring new techniques and playing with all kinds of textures and
colors.”
About e.l.f. Cosmetics:
Since 2004, e.l.f. Cosmetics has made the best of beauty
accessible to every eye, lip and face. We make high-quality,
prestige-inspired cosmetics and skin care products at an
extraordinary value and are proud to be 100% vegan and
cruelty-free. As one of the first online beauty brands, e.l.f.
continues to attract a highly engaged audience and set benchmarks
with new digital platforms. Our brand is widely available at
leading retailers such as Target, Walmart and Ulta Beauty, and has
a growing international presence. Learn more by visiting
www.elfcosmetics.com
View source
version on businesswire.com: https://www.businesswire.com/news/home/20220316005788/en/
Media: e.l.f. Corporate Communications: Melinda
Fried mfried@elfbeauty.com
Business Media Inquiries: Melanie Wiesenfeld
e.l.f@lippetaylor.com
Consumer Media Inquiries: Danielle Marmel
Danielle@weareshadow.com
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