e.l.f. Cosmetics to launch TikTok reality show

US-based e.l.f. Cosmetics is to launch a TikTok reality show called “Eyes. Lips. Famous.” The brand says it is the first-ever reality show on the short-video social media platform.

The month-long show is set to air on e.l.f.’s TikTok channel, @elfyeah, starting in late September. The show will feature contestants attending what the brand calls a virtual “beauty camp,” where they will get feedback and advice from TikTok influencers Avani Gregg, Madi Monroe and Seth O’Brien in addition to other beauty experts. Gregg, Monroe and O’Brien have 24.7 million, 10.2 million and 3.4 million followers  respectively on TikTok.

Show winners will win a brand sponsorship, with a $5,000 contract to represent e.l.f. Cosmetics on TikTok. In order to enter, users need to follow @elfyeah, create and upload a public video showing why they should be chosen and tag the video with @elfyeah and #eyeslipsfamous. Entries are open until August 20. Three creators will be chosen to participate in the show.

The TikTok community will be invited to participate in the weekly challenges.

This latest initiative comes after the brand saw its TikTok-based hashtag challenge #elfMagicAct pass one billion views.