e.l.f. GRWM Album
e.l.f. Cosmetics
e.l.f. Cosmetics’ GRWM (Get Ready With Music) is a 13-track album for the beauty ritual. It is a transformation experience where bare skin meets a chaos of colors, confidence building with each stroke of the brush, underlined by rhythm and self-expression. With the likes of Betty Who, Olivia Reyes, and Cakes da Killa, it explores the connection between music and makeup, a partnership that scintillates, excites, and empowers.
Awards
Muse Awads, Shorty Awards
Press
People, Nylon, Adweek, Billboard, Bustle,Businesswire,Marketing Dive,
GRWM was the first of its kind: a beauty brand had never released an album before.
Our goal was to use e.l.f.'s enormous platform to amplify up-and-coming artists, and make an album that celebrates all forms of self expression. After all, accessibility and self expression are part of e.l.f.’s brand DNA. We gave each artist a brief: write a song in your signature style. Over the next year, we worked to find talented artists on the rise.
Then, we recorded tracks, shot music videos, and prepared our artists for the release.
This was big: the drop solidified e.l.f.'s foray beyond beauty and into the entertainment space. Throughout this process, we were more than just a brand; we were a record label and an entertainment company.
