'The White Lotus' creator Mike White cowrote the commercial, which highlights elfcosmetics' viral Power Grip Primer.
), since its December 2021 launch, and according to The NPD Group was the top-selling face primer in the U.S. during 2022.E.l.f. has been on a strong upward trajectory of late, ringing in itsof sales growth last year and posting double-digit sales growth across all key categories.
This success has been in part made possible by the brand’s social media savvy, with E.l.f. being the first brand to foray onto of-the-moment photo sharing platform, BeReal , and engaging its growing community on TikTok since 2019 through activations like the #EyesLipsFace challenge, and its Eyes.Lips.Famous TikTok reality “TV” show.
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