As of 10 October 2026, UGC Agent attributes 72 TikTok accounts to e.l.f. Cosmetics's UGC program (7 confirmed, 65 likely). In the prior 30 days they posted 66 brand videos that drew 11.3M views, a median of 22K each. Most are established creators (median 334K followers), tagging #elfpartner.
- Accounts
- 727 confirmed
- Views, 30 days
- 11.3Mbrand videos only
- Videos, 30 days
- 662.2 a day
- Median views
- 22Kper brand video
e.l.f. Cosmetics UGC program in numbers
Every figure counts the 72 confirmed and likely accounts. Thirty-day figures cover brand videos posted between 11 September 2026 and 10 October 2026.
| Metric | Value | Note |
|---|---|---|
| Accounts counted | 72 | 7 confirmed, 65 likely |
| Possible accounts (not counted) | 1 | Brand mentions without a program marker |
| Platform split (accounts) | 72 TikTok (Instagram not scanned) | |
| Active in the last 30 days | 58 | 23 in the last 7 days |
| New accounts in 30 days | 54 | First brand video inside the window |
| Brand videos, 30 days | 66 | 2.2 a day |
| Videos per active account per week | 0.3 | |
| Views, 30 days | 11.3M | Lifetime views of videos posted in the window |
| Median views per brand video | 22K | Mean 171K |
| Videos over 100,000 views | 23 | 38 over 10,000 |
| Hit rate | 16.7% | Videos at 10x their account's median |
| Top 10% of videos, share of views | 59% | |
| Engagement rate | 3.2% | Likes, comments, shares and saves over views |
| Median followers | 334K | 0% under 1,000 |
| Dedicated accounts | 0 of 72 | Post for the brand on every video |
| Median video length | 48 seconds | 0% slideshows |
| Earliest tracked brand video | March 2026 | Within the videos we read |
| Reported base pay per video | Not public | |
| Program model (computed) | Reach | |
| Measured | 10 October 2026 | 30-day window ends on this date |
How e.l.f. Cosmetics's UGC program runs
Read from the numbers above, not from interviews. The program fits the reach model: established creators with their own audiences, posting less often.
- Established creators, not new accounts. The median account has 334K followers and 57 of 72 have over 100,000. Only 0 accounts are dedicated to e.l.f. Cosmetics; the rest are personal accounts that mix brand videos into their usual content.
- Low posting frequency per creator. Active accounts posted 0.3 brand videos a week each (2.2 a day across the program), and the median brand video drew 22K views.
- 81% of the roster is active. 58 of 72 accounts posted a brand video in the last 30 days, 23 in the last 7, and 54 accounts posted their first brand video in the window.
- Views are spread across the roster. The top 10% of brand videos drove 59% of 30-day views, and 23 videos passed 100,000 views.
- Measured on TikTok only. This measurement read TikTok; Instagram was not scanned for e.l.f. Cosmetics, so creators who post for the brand only on Instagram are not in these numbers.
- Disclosure is visible. 92% of brand videos carry an ad disclosure in the caption or a platform ad label.
e.l.f. Cosmetics's per-video pay is not public. For typical rates by creator size, see our UGC rates benchmarks.
Content format and caption hook mix
The most common length is 30 to 60 seconds (56% of videos with a known length); slideshows are 0% of brand videos. By caption, the leading hook types are routine, food or workout moment (15%) and relatable reaction or POV (12%).
- Promo code in caption
- 0%
- Ad disclosure
- 92.4%
- Brand named in caption text
- 16.7%
- Program hashtag
- 89.4%
Hook type is classified from the opening line of each caption across brand videos posted in the 30-day window. On-screen text and the spoken hook are not public data, so this is the caption hook only; "other statement" is kept as its own bucket rather than forced into a type. For how hooks are scored in paid social, see hook rate, or draft your own with the UGC hook generator.
Who the creators are
All 72 counted accounts are on TikTok, because this measurement read TikTok only. Instagram was not scanned for e.l.f. Cosmetics, so there is no platform split to report.
Looking for creators like these? Browse makeup UGC creators, beauty UGC creators, TikTok makeup creators in our creator directory, with counts and follower bands.
How the program is identified
e.l.f. Cosmetics's program is easiest to spot by its program hashtag. Of 66 30-day brand videos, 89% carry one (#elfpartner on 59). The brand name alone never attributes an account, because brand names collide with common words, other products and personal names.
Accounts with a bio statement, account naming that matches the program, or two or more program-hashtag posts are confirmed. A reused program caption or hashtag plus supporting evidence makes an account likely. Read the full rules in the dataset method.
Where the data is thin
- This measurement covers TikTok only. Instagram was not scanned for e.l.f. Cosmetics, so accounts that post for the brand only on Instagram are missing and every count here is a TikTok-only lower bound.
- Country is unknown for 72 of 72 accounts, because many bios give no location. Content language is the better market signal: 96% of accounts with a detected language post in English.
- 1 more account mention e.l.f. Cosmetics without a program marker. They are listed as "possible" in the app and left out of every number here.
- Only 66 brand videos fall in the 30-day window, so medians and mixes on this page are indicative rather than precise.
- Views are public view counts and include any paid boosting (Spark Ads, partnership ads). Paid and organic views cannot be separated from public data.
Method
UGC Agent searched TikTok for e.l.f. Cosmetics program evidence (Instagram was not scanned in this measurement), checked 155 candidate accounts, profiled 73 and read 2,182 videos. Each account was scored on public evidence only and every number counts confirmed and likely accounts. Thirty-day views are the public view counts, on 10 October 2026, of brand videos posted in the window. Dedicated accounts count every video since their first brand video; other accounts count only videos that reference the brand.
Public reporting on the program that we checked against:
- Glossy: e.l.f.'s TikTok strategy (#eyeslipsface original song, #elfvanishingact)
- Nylon: e.l.f. launches #eyeslipsfamous, a TikTok reality show for beauty creators (@elfyeah)
- e.l.f. Beauty press release: e.l.f. x Bubble collab (Aug 2026)
- e.l.f. Beauty Squad (customer loyalty tiers, not a creator program)
- FlexOffers: e.l.f. Cosmetics UK affiliate program
- Wikipedia: e.l.f. (2004 founding, markets, retailers)
- TikTok #elfpartner tag (35 of 98 probe authors, 2026-10-10)
Cite this data: UGC Agent, "How e.l.f. Cosmetics runs UGC", UGC Brands database, measured 10 October 2026, https://ugcagent.app/ugc-brands/elf-cosmetics/
The account roster and playbook are in UGC Agent
This page is the Overview. The full e.l.f. Cosmetics record lives in the app's UGC Brands database:
- Accounts: all 73 attributed accounts with followers, output, best video and the evidence behind each attribution.
- Videos: 84 tracked brand videos, sortable by views and by how far each beat its account's median.
- Playbook: the caption openers creators reuse, the hashtags with median views, video length versus views, posting schedule and how program accounts are named.
Every account starts with a 3-day free trial, no card required. The trial opens the Overview and Method tabs with a preview of the top accounts and most-viewed videos. On paid plans, Pro opens Overview and Method; Accounts, Videos and Playbook open on Premium.