e.l.f. cosmetics: Make Up Over Makeup

Make Up Over Makeup is a three-part episodic series that got two people with a public falling out to come face to face and do each other’s makeup.

Episode 1 featured Chris Olsen and Ian Paget of TikTok fame one year after their breakup. Episode 2 featured Scheana Marie and Katie Maloney of Vanderpump Rules at the peak of #Scandoval, and Episode 3 featured Chelsea Blackwell and Jimmy Presnell from Love is Blind on the heels of their Reunion Episode.

Episodes cracked YouTube's Global Trending Top 10 with $0 of paid media spend, garnered millions of views and almost as many effusive comments, and measurably grew e.l.f.'s social audience across YouTube and TikTok.