03.17.22
San Diego’s Morgan Tanner, Philadelphia’s Caleb Harris, San Francisco’s Aditi Harish and New York City’s Markphong Tram are the winners of E.l.f. Cosmetics’ #elfitup TikTok Challenge.
The winners are 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 renowned producer Simon Fuller.
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.
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.
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.
The E.l.f. team and Tanner joined forces at the Malibu house in 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 said 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 said. “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.”
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.
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.
Harish, Harris and Tram 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.
Check out a clip below:
Check out a clip below: