A restock that drove launch-level demand and topped TikTok Shop.

e.l.f. turned an anniversary restock into a creator-led commerce event that beat the original and went #1 in the U.S.

Brand:: e.l.f. Cosmetics
Context:: Marriage Material Lip Duo anniversary restock
Creators:: Creator-led, fronted by the lip duo's collaborator (names withheld for client confidentiality)
Platforms:: TikTok, TikTok Shop, Instagram
Services:: Creator strategy, launch strategy, content concepting, campaign operations, TikTok Shop activation

# 1

TIKTOK SHOP U.S. (all categories)

10 hrs

TO SELL OUT THE RESTOCK

18 .9M

VIEWS IN 24 HOURS

POSTS CARRIED THE MOMENT

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The Challenge

Making the comeback bigger than the original drop

The original drop sold out in minutes and left a community demanding its return. The challenge was to make the comeback feel fresh, then convert existing demand before the moment passed.

Re-earn a community that had already proven its intent.
Turn a restock announcement into a moment worth participating in.

The Approach

Hand the brand to the community's voice

We built the restock around the community’s own excitement, with the lead creator stepping in as e.l.f.’s “CEO for a Day” to drive one concentrated moment of demand.

The work rewarded the people who had asked for the product back, making them part of the story rather than the target of an ad.

The Results

A restock with the force of that behaved like a launch

The return outperformed the original and topped the platform outright.

#1 on TikTok Shop in the U.S., across all categories
Restock sold out in 10 hours
18.9M views in 24 hours across 10 posts

Rankings and sell-through reported by platform during the launch window.

The close.

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