Over a seven-year partnership that helped e.l.f. Cosmetics 6x its revenue and capture the #1 most-purchased spot across Gen Z, Millennials, and Gen Alpha, Movers+Shakers operationalized a new Social-First Operating System.

Across every organic trend, tentpole campaign, and TVC translation is a fundamental shift from traditional broadcasting to real-time cultural participation. By moving away from rigid brand playbooks toward an agile system defined by social-native listening, channel-native creativity, and unshakeable trust in upper-funnel momentum, we shifted e.l.f. into a brand that actively emcees culture and surprise and delights their fans. 

Whether taking a viral community moment and turning it into product innovation or reimagining major commercial concepts for native platform feeds, every touchpoint works together to build brand love and drive sales.