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e.l.f. Beauty continues to push boundaries as the way we experience fashion and beauty evolves, turning everyday routines into bold, culture-shaping moments.
Fashion and beauty have always been storytellers weaving tales that go beyond what meets the eye. Today branded content transforms these stories into vibrant experiences that captivate and invite viewers to step inside their world. It’s where creativity meets emotion and brands speak directly to the viewers desires and dreams. This new way of storytelling breaks the mold and invites everyone to join in, turning simple messages into unforgettable moments that stays long after.
Every beauty lover knows the magic formula for getting ready goes beyond just brushes and palettes, it’s about creating a mood! And nothing sets the tone quite like music. That spark of confidence before a night out often begins with the right track playing in the background. Tapping into this powerful connection, e.l.f. Beauty introduced Get Ready With Music, a first-of-its-kind album designed to elevate the everyday makeup routine into an experience. This playlist is a creative promising movement that redefines what branded content can be.
Inspired by the viral #GRWM trend that’s taken over social media, the album is a clever nod to the real rituals of makeup lovers everywhere but e.l.f. didn’t stop at a clever concept. They brought it to life by partnering with twelve up-and-coming artists, each one bringing their own genre, voice and energy to the table. The result is an album that doesn’t just play in the background—it transforms the mirror moment into something personal, expressive and unforgettable.
What makes this campaign so effective is how it blurs the lines between entertainment, empowerment and brand identity. By giving these artists an open brief to write about what makes them feel beautiful and powerful as e.l.f. positioned itself as more than a cosmetics company. The standout single “Hairpin” by Charlotte Rose Benjamin, complete with a gravity-defying music video featuring floating e.l.f. products, brought the brand’s bold spirit to life and racked up over 10 million views on YouTube.
The album generated over 10,000 monthly streams, while racking up 21.7 million plays and views across platforms in just three months. These weren’t passive impressions. The campaign sparked real engagement, even landing e.l.f.’ Beauty’s artists on the digital cover of People magazine’s disruptors edition.
At its core, Get Ready With Music proves that beauty is not just about how you look, but how you feel. e.l.f. Beauty understood that the soundtrack to the viewer's routine matters just as much as the makeup itself. By championing rising talent, embracing authentic expression and creating a genuine connection with their audience, e.l.f. Beauty they created a cultural moment. Celebrated for its bold and original approach, the campaign took home a Platinum award at the 2025 MUSE Creative Awards under Branded Content for Fashion and Beauty.
Credits
Winning Entry: Get Ready With Music
Winning Company: e.l.f. Beauty
Winning Category: Branded Content - Fashion and Beauty
Discover and explore the standout Season 1 winners of the 2025 MUSE Creative and Design Awards setting new creative standards.
