In 2023, e.l.f. Cosmetics became the first beauty brand to join TikTok Shop during its U.S. beta phase, furthering its role as a trailblazer in social. As part of this ongoing strategy, Movers+Shakers launched the Mt. Rushmore Pimple Patch video, featuring a hyper-realistic CGI portrayal of Mount Rushmore with a giant pimple patch.

This quirky, relatable concept was designed to resonate with Gen Z, leveraging ASMR to engage users and spark conversation. The result? 50 million views across TikTok and Instagram, making it e.l.f.'s most viral post to date and driving significant engagement.