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BIG MOOD, BIG E.L.F.ING CITY: e.l.f. Cosmetics Drops Its First Crowdsourced Holiday Movie on TikTok

e.l.f. Cosmetics celebrates the season and recaps the biggest trends of the year with an innovative holiday TikTok movie. It’s the first time the brand has launched a TikTok-native film, crowdsourced from the TikTok community itself. The film debuts today on e.l.f.’s TikTok channel, @elfyeah, rolling out in three, three-minute segments.

This press release features multimedia. View the full release here:

e.l.f. Cosmetics debuts its first movie on TikTok, “BIG MOOD, BIG E.L.F.ING CITY.” (Photo: Business Wire)

e.l.f. Cosmetics debuts its first movie on TikTok, “BIG MOOD, BIG E.L.F.ING CITY.” (Photo: Business Wire)

The film features some of TikTok’s most recognizable stars combined with everyday TikTokers to have their moment in the spotlight. True to e.l.f.’s purpose platform of empowering its community to go after their dreams, e.l.f. invited all TikTokers to audition for a role in the film, simply by duetting with the influencers. Twelve talented winners were selected from the pool of diverse submissions and will be featured alongside their favorite creators in the film made for TikTok, by TikTok.

“With our first e.l.f. holiday movie, Big Mood, Big City, we are guided by e.l.f.’s desire to use our platform to empower our community,” says Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty. “We are thrilled to produce this movie on TikTok, shining a spotlight on some of the most creative storytellers on the platform.”

The plot of the holiday movie follows Ash, played by relatable TikTok star Fia James @fiajames, who heads to the Big City to surprise her bestie…only to discover he’s out of town for the night. Happily, four holiday e.l.f.z – e.l.f.’s Holy Grail products: Big Mood, Petty Primer, Camo Cutie and the brand’s new Power Grip Primer, voiced by the big personality of Adam Ray @adamrayokay – help Ash make the best of the situation by leading her on an epic holiday adventure.

Along the way, they meet additional “slay belles” with special appearances by @Glamzilla, Kalen Allen @thekalenallen and Vanessa Pena @vanessafpena. Spoiler alert: as with any holiday movie classic, our hero lives happily ever after.

Throughout the feature, viewers will enjoy throwbacks to key TikTok moments culled from trends and viral videos from 2021. “In the know” TikTokers will catch the well-timed meme references and clever use of platform-native effects, like green screen video.

To further the excitement, e.l.f. has also enlisted Actress Sarah Hyland to share her favorite holiday movie traditions on her TikTok. She will be watching the film and celebrating its launch by getting glammed up with her favorite star studded e.l.f. products.

Any epic holiday film has an equally festive soundtrack, and e.l.f.’s original holiday album e.l.f. the Hauls sets the scene for a truly one-of-a-kind experience. You’ll enjoy “e.l.f.ed up” remixes of holiday favorites like “Deck the Halls” and “Jingle Bells.”

The film was developed and produced with creative agency Movers+Shakers, an agency with over 150 billion views on TikTok, including e.l.f.’s iconic #eyeslipsface challenge.

About e.l.f. Cosmetics:

Since 2004, e.l.f. Cosmetics has made the best of beauty accessible to every eye, lip and face. We make high-quality, prestige-inspired cosmetics and skin care products at an extraordinary value and are proud to be 100% vegan, clean and cruelty-free. As one of the first online beauty brands, e.l.f. continues to attract a highly engaged audience and set benchmarks with new digital platforms. Our brand is widely available at leading retailers such as Target, Walmart and ULTA Beauty, and has a growing international presence including at Boots, Superdrug and Douglas. Learn more by visiting

About Movers+Shakers:

Creative agency Movers+Shakers is on a mission to spread joy. Their unique ability to connect brands to culture made them the #1 fastest-growing agency in the world, according to AdWeek. Fast Company named Movers+Shakers a 2021 “Most Innovative Company.” Glossy named them "the TikTok whisperers" in recognition of their 150+ billion views on TikTok campaigns. Learn more by visiting


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