Case Study: e.l.f. Cosmetics drives efficient acquisition with TikTok for Business

Successfully driving acquisition with an always-engaged strategy

e.l.f. Cosmetics, the affordable vegan and cruelty-free makeup and skincare brand, worked with TikTok for Business and its agency partner Tinuiti to build on its existing popularity on TikTok and improve acquisition efficiency. The goal was to increase visibility on the platform while driving more efficient customer acquisition costs.

TikTok for Business helped e.l.f. Cosmetics launch an always-engaged, full-funnel strategy using Standard In-Feed Ads and Dynamic Showcase Ads to reach new audiences, drive traffic, and convert shoppers. By doubling spend month-over-month and following TikTok best practices, e.l.f. reduced add-to-cart acquisition costs by 56% and expanded reach and sales.

e.l.f. Cosmetics

Patrick O'Keefe

Vice President Integrated Marketing Communications