“This is the first group to be born on TikTok and driven by the creators on the platform. E.l.f. is a perfect founding brand because they’re driven by digital first; they understand the power of TikTok, and I am looking forward to working with them to explore how artists can work with brands to the betterment of both,” Fuller said in a statement.
Fuller’s online star search in the fall worked in a similar way to the makeup challenge, with TikTok audition videos circulating under the #NextInMusic hashtag. The project nabbed more than 300 million views and brought a trove of talent to Fuller’s eyes and ears. It took five weeks to pick the final members of The Future X — singers Angie Green, Luke Brown and Maci Wood, and dancers Jayna Hughes, Sasha Marie, Tray Taylor and Drew Venegas.
Given the monster appetite for beauty tutorials on TikTok, as well as a growing spate of creators who offer them, E.l.f.’s contest could see just as much activity, maybe even more.
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