E.L.F. Cosmetics Created a TikTok Challenge to Celebrate Its Poreless Putty Primer — Details


Earlier this year, right before lockdown began, E.L.F. Cosmetics made a name for itself on TikTok with a fun dance challenge that encouraged people to wash their hands — it even included its own catchy jingle. Now, the drugstore beauty brand is back with a new challenge called #elfMagicAct to celebrate its best-selling Poreless Putty Primer, which works like magic, if you will, by smoothing out the skin and filling in pores for a subtly blurred effect.

To spotlight the fan-favorite face primer, E.L.F. is inviting TikTok users to share their own unique creations using the product, along with the hashtag #elfMagicAct and the brand’s new song, “Magic Act,” which was created with award-winning artist M. Maggie to further highlight the challenge. From there, the brand will pick 200 lucky people to win a free Poreless Putty Primer.

While the challenge only just launched on @elfyeah, it already features some seriously amazing submissions from talented TikTok creators like @Laurengoodwin, @Itsjustaba, and @Benjikrol. Additionally, the tag for the challenge already has more than 673 million views, which just goes to show how much people love this primer.

Speaking of which, for those who don’t know, the Poreless Putty Primer is so popular because it minimizes pores and makes the skin look silky smooth — yet never greasy. It also contains moisturizing squalane to keep the skin hydrated and plump, and it’s available at just about any drugstore for $8. Oh, and did we mention it was named the #1 primer in America based on data from Nielsen Holdings? So there’s that, too.

All this to say: This is your chance to not only get creative and show off your makeup skills, but to also potentially take home a free Poreless Putty Primer. Post your own video today using the requisite hashtag #elfMagicAct for a chance to win the product, as well as to get your work recognized.

In the meantime, check out some of the amazing looks already created using the primer, below.

All products featured on Allure are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission.

Now check out more like this:

Done reading? Watch Miz Cracker’s getting-ready routine:

Follow Allure on Instagram and Twitter, or subscribe to Allure’s newsletter for daily beauty stories delivered right to your inbox.


Leave a Reply

Your email address will not be published. Required fields are marked *