OAKLAND, Calif.–(BUSINESS WIRE)–March 16, 2022–

elf Cosmetics (NYSE:ELF) announces the official makeup artists and skincare expert who have signed on to work with The Future X, a one-of-a-kind pop group spotted on TikTok by internationally acclaimed producer Simon Fuller. Reaching over 12 billion views, elf Cosmetics’ #elfitup hashtag challenge on TikTok had fans eager to find out who was going to be chosen to pursue their dream career.

This press release is multimedia. View the full press release here: https://www.businesswire.com/news/home/20220316005788/en/

The Future X with multimedia installation artist MokiBaby inside the astonishing elf room at The Future X’s Malibu house. (Photo: Business Wire)

Up-and-coming artists were invited to upload videos showing off their most inspiring makeup looks using the hashtag #elfitup along with the brand’s new original song created for the challenge. With applications pouring in, three incredibly talented makeup artists and a skincare expert were chosen.

Bringing their boundless creativity and passion for beauty, the makeup artists and #elfitup skincare winners are Morgan Tanner, Caleb Harris, Aditi Harish and Markphong Tram. The team of elves and makeup artist Morgan Tanner have joined forces at the Malibu House in Malibu, Calif., where the seven members of The Future X all live together for full brand immersion. Elf world makeup artist Anna Bynum explained how the goal was to create looks that “reflect the personality of each member of The Future X, enveloping their individuality and showcasing their optimism”.

“What we build with The Future X, Simon Fuller and the TikTok team is limitless,” exclaimed Kory Marchisotto, Marketing Director of elf Beauty. “We open hearts, open minds and open doors for the next generation of creators. This collaboration represents the magic we can do at the intersection of beauty, music and entertainment.

“Everyone loves music, it connects us all. The Future X embodies this spirit. The group have all been discovered on TikTok just as elf is discovering the next generation of makeup artists after their amazing hashtag challenge numbers,” Simon Fuller added. “Extraordinary young talent who has the opportunity to succeed is a powerful idea. With elf, we celebrate music, dance and the beauty industry by breaking down barriers and putting creativity in the hands of the individual.

Inside the Malibu House, elf has created an “elfing amazing” room, where the Future X collective draws inspiration to “elf it up” daily as well as preparing content, appearances, videos and sessions Photo. Customized by multimedia installation artist and experience expert Veronica Gessa, aka Mokibaby, the room contains a mind-boggling array of elf makeup and skincare products in a vibrant yet cozy art-filled space that bursts of texture, light and color – it’s a place to encourage self-expression and feeling better


The looks created for The Future X, by makeup artist #elfitup Morgan, are nothing short of pure inspiration. To capture the energy of performing on stage, the looks were inspired by bright neon colors, bold streaks of reds and pinks, and an abundance of metallics and glitter, while remaining authentic for each member of the personality. The Future X. The latest beauty trends such as loud eyeliners, full brows, pops of color on the eyes and monochromatic looks have also been incorporated. To recreate The Future X looks, head over to elfcosmetics.com and explore elf’s best OG products such as: award-winning Liquid Glitter Eyeshadow, Liquid Metallic Eyeshadow, 18 Hit Eyeshadow Palette Wonders Face and Body Gems, H20 Proof Eyeliner Pen, Big Mood Mascara, SRSLY Satin Lipstick and Liquid Matte Lipstick.

The other #elfitup winners – Aditi, Caleb and Markphong – will each join The Future X and work with the band and the elf 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 photo shoots, showcasing the talent of the TikTok platform in the real world of a pop group.


The seven members of the collective include singers Angie Green, Luke Brown and Maci Wood as well as dancers Jayna Hughes, Sasha Marie, Tray Taylor and Drew Venegas, who now live and work together in their Malibu compound. After spending the last two months in the recording studio and preparing for their first live performances, The Future X have just gone on tour. Listen to a teaser for their upcoming debut single in this video here.

The Future X will be live today on elf’s Twitch channel @elfYou. Tune in to find out how The Future X prepares for a gig using elf merchandise to perfect his stage look. The stream will air from 9:30 a.m. to 10:30 a.m. PST.

Fans can watch every step of the band’s creative and personal journey by visiting The Future X hub on TikTok here and following @thefuturexofficial. On March 19, fans can watch The Future X perform “This Kind of Love” live in Brazil” on elf’s TikTok channel @elfyeah.


Morgan Tanner: Originally from England, Morgan grew up in Dubai and recently moved to San Diego. “I watched my mom do makeup when I was young and always played with her products,” she says. “I’m committed to keeping my work fun, creative, and honest, and to making real connections with my followers.”

Caleb Harris: The Philadelphia native has been honing his craft for four years and calls his win a dream come true. “I can’t believe this is happening,” he says, “and I’m so honored to be part of this team!”

Aditi Harish: A self-taught makeup enthusiast from San Francisco says she’s always thinking about the next video to post on TikTok. “As long as I can remember, I’ve been into social media,” she says, “from creating music videos on YouTube to starting a portrait photography business via Instagram, to creating my own channels to post the content I love!”

Markphong tram: The skincare winner is based in New York and has worked on a wide variety of photo and video shoots for clients and celebrities. “I believe that simplicity and elegance are the defining factors of true beauty,” he says. “I love exploring new techniques and playing with all kinds of textures and colors.”

About Elf Cosmetics:

Since 2004, elf Cosmetics has made the best of beauty accessible to all eyes, lips and faces. We make high-quality, prestige-inspired cosmetics and skincare products at an extraordinary price and are proud to be 100% vegan and cruelty-free. As one of the first online beauty brands, elf continues to attract a highly engaged audience and establish benchmarks with new digital platforms. Our brand is widely available at major retailers such as Target, Walmart and Ulta Beauty, and has a growing international presence. Learn more by visiting www.elfcosmetics.com

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SOURCE: Elf Cosmetics

Copyright BusinessWire 2022.

PUB: 03/16/2022 12:07 PM/DISC: 03/16/2022 12:07 PM


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