e.l.f. the Hauls on Apple Music
e.l.f. Cosmetics/Apple Music

By David Cohen

56 mins ago

The brand behind a groundbreaking TikTok jingle that evolved into a hit song, e.l.f. Cosmetics, looked to break more ground Tuesday with the release of five-track holiday album e.l.f. the Hauls, as well as becoming the first beauty brand on music video platform Triller.

The album features up-and-coming artists Halston Dare, Kiana V, Rosette and Yasmeen putting their spin on seasonal classics “Auld Lang Syne,” “Deck the Halls,” “Jingle Bells,” “Joy to the World” and “Up on the Housetop.”

It is available for download via Apple Music and Spotify.

e.l.f. Cosmetics

The beauty brand also created mini-music videos to accompany each song on Triller, along with versions for Instagram, TikTok and YouTube. They feature popular influencers including the Bad Wiggies, Loren Gray and Michael Le.

e.l.f. Beauty chief marketing officer Kory Marchisotto said in a statement, “We intend to bring holiday cheer to the season in a way that e.l.f. has never done before through music, self-expression and pure joy. The release of our holiday album supports emerging artists, while reaching new audiences through new digital platforms, like Triller. This holiday, we invite every eye, lip and face to e.l.f. the Hauls.”

Triller chief growth officer Bonin Bough added, “Triller is excited to partner with e.l.f. as the very first beauty brand to launch a Triller challenge. e.l.f. Cosmetics understands how to engage with Triller’s community on multiple levels—by engaging musicians and creating hit music, as well as supporting emerging creators. This is exactly the type of brand collaboration Triller loves to support.”