Get Ready With Music

Any beauty fan knows that a makeup routine needs two things: a fierce look and a fire playlist. Makeup and music have the power to transform users and listeners into their confident alter egos.
That's why e.l.f. created Get Ready With Music, the first full album of its kind to serve as the perfect accompaniment to your getting ready routine.
The album's name is a wink to the viral #GRWM trend where social media users apply makeup and chat with their audiences while listening to music that sets the mood for their outing.
But it wasn’t enough to put together a catchy playlist. We wanted to use our platform to launch the careers of emerging artists and tap into the music culture around beauty. We collaborated with 12 rising artists from different genres to develop and record the ultimate album for getting ready to eyes., lips., face. the world.
The artists we chose were diverse and dynamic talent who unapologetically embraced and expressed their unique selves through their music. We gave them an open brief to write a song about what makes them feel powerful and beautiful.
We kicked off the release by posting a music video from the album, “Hairpin” by Charlotte Rose Benjamin. The music video, shot in a zero-gravity airplane with e.l.f. products floating about, has amassed 10 million views on YouTube.
And the album itself? It wasn’t just about exposure or impressions for the brand. GRWM generated deeper community engagement with over 10K monthly streams that kept listeners coming back for more. Across platforms, it amassed 21.7M views and plays in just three months. Our artists even appeared on the digital cover of People magazine’s disruptors edition.
But most importantly, we were able to provide an essential component to every makeup user’s application process – the soundtrack they need to transform into their best selves.