The (g)low down:
The lip category is seeing 92% of daily makeup users incorporating lip products into their routines.
e.l.f. ranks as the No. 1 most popular lip gloss brand (per the Nov. 2024-2025 Spate Popularity Index) and has created new products like DIY Halo Glow Lip Gloss based on real-time consumer behavior.
On TikTok Shop’s 2025 Super Brand Day, e.l.f.’s Glow Reviver Slipstick ranked No. 1 in Cosmetics, reinforcing how community-led innovation and social commerce drive measurable product performance at scale.
Consider this your cue to pucker up—lips are back, and they’re bolder than ever. As one of beauty’s most predominant categories, lips are riding a fresh wave of momentum fueled by sensory experimentation, social-first discovery, and nonstop demand. In 2025, 92% of daily makeup wearers reported using a lip product in their routine—up nearly two points from last year*. As the category heats up, e.l.f. is doubling down on what we do best: staying at zero distance from our e.l.f.ies and delivering high-performance lip innovation at OMG value.
Lips aren't just trending—they're e.l.f.ing exploding. Lip makeup views on TikTok have skyrocketed +52% year over year, making one thing clear: lips are having a mega moment on the For You Page***. e.l.f. isn’t just part of this conversation—we’re helping lead it. Per the Nov. 2024-2025 Spate Popularity Index, e.l.f. ranks as the No. 1 most popular lip gloss brand– now that’s what we call lippie love***.
Momentum off the e.l.f.ing charts doesn't come by coincidence. At e.l.f., we’re tuned in to our community 24/7. When our e.l.f.ies talk, we listen—learning at zero distance about what they love and what they want to see next. This philosophy has helped us expand some of our “holy grails” like Glow Reviver Melting Balm with Cotton Candy Crush and Vanilla Soft Serve—reflecting two of the most requested flavors from our community.
When e.l.f.ies started repurposing Halo Glow Liquid Filter packaging into jumbo glosses, we didn’t just watch—we leaned all the way in. As the trend took off, our Chief Marketing Officer Kory Marchisotto and our Chief Commercial Officer Jennie Laar joined the DIY takeover live on TikTok—engaging in real time with the community that inspires us every day. We moved at e.l.f. speed to respond—and the love was loud. The result? A product born from zero distance, bringing “make-it-your-own” creativity straight from your feed to your fingertips. We dropped our DIY Halo Gloss Kit in June 2025, causing a frenzy on social and selling out in just one day on TikTok Shop—giving us the signal to keep e.l.f.ing going.
Round Two: The launch of the (S)e.l.f. Made Bottle. Designed for the next era of lips—delivering more sensorial payoff, self-expression and personalization—the custom gloss experience gave beauty lovers the chance to play, create, remix and repeat.
The empty, clean Halo Gloss bottle made DIY lips easy as e.l.f: just add your favorite lippies and name your creation to build a custom jumbo lip gloss at home. With 63% of consumers looking for brands to deliver multi-sensory makeup experiences, it was personalization the e.l.f. way*. Less than 24 hours after the drop of the (S)e.l.f. Made Bottle, our community sold it the e.l.f. out.
The Tripple Down: Enter – The (S)e.l.f. Made DIY Kit. We invited our e.l.f.ies to express their e.l.f. by mixing + matching their favorite e.l.f. lippies to create a custom flavor that’s totally them. This e.l.f.ing iconic kit included:
1 ready-to-fill Halo Glow Liquid Filter bottle
3 Glow Reviver Melting Lip Balms in Candied Cranberry, Vanilla Soft Serve and Strawberry Shortcake
Stick-on gems to add some bling!
After launching on elfcosmetics.com and TikTok Shop on February 10, 2026, our e.l.f.ies showed up and sold out the kit in just 24 hours – again! That kind of e.l.f. speed doesn’t happen by accident, but as a result of having our ears to the ground and tuning into our community each and every day.
Our community-first engine is also reshaping how lips win in social commerce. During TikTok Shop’s 2025 Super Brand Day, our Glow Reviver Slipstick delivered a breakout performance—ranking No. 1 in Cosmetics, No. 3 in Beauty and No. 6 across all of TikTok Shop during its first day. At $10, Slipstick generated 11M+ impressions, turning OMG value into a scroll-stopping Glow Reviver moment.
Lips are evolving in real time—and so are we. As the category continues to gain momentum, we’re e.l.f.ing energized by the role our community plays in shaping what’s next. We are excited to stay close, listen hard and move at e.l.f. speed—so innovation feels as fun, expressive and accessible as the community that inspires it.
About e.l.f. Cosmetics
e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.
*Mintel, 2025
** Spate TikTok US from Nov 10, 2024 to Nov 9, 2025 vs. Nov 12, 2023 to Nov 10, 2024
*** Spate Popularity Index (U.S.), Nov 10, 2024 to Nov 9, 2025 vs. Nov 12, 2023 to Nov 10, 2024