Consumers, including celebrities such as Reese Witherspoon and Jessica Alba, recently responded to an e.l.f. Cosmetics' TikTok hashtag challenge by creating 2 million videos, and Chief Marketing Officer Kory Marchisotto credits much of the success to the inclusion of its original 15-second song, "Eyes.Lips.Face," by popular songwriter iLL Wayno and Holla FyeSixWun and follow-up track that's climbing the Spotify charts. Evan Horowitz of e.l.f.'s agency Movers+Shakers says, "TikTok is such a unique opportunity especially in this moment and time" because the platform is mature, has a large, engaged community and little brand competition.