Girls Inc. Goes Behind The Scenes On The Creation Of e.l.f.’s Electric Mood Collection

If you’ve been following along on the ~literally~ beautiful journey of e.l.f. Cosmetics Beautyscape — The Remix, then you might already know that the final phase of the event is here. e.l.f.’s limited-edition Electric Mood makeup collection — created with music artists Tove Lo, Tiana Major9, and Pitizion — has launched. But just as exciting as the products themselves is how they came to be.

As a quick refresher, this year’s Beautyscape featured partnerships with Universal Music Group for Brands (where the music in “music meets makeups” inspiration comes from) and Girls Inc. (from which three alumnae were selected to participate alongside Beautyscape’s three winners). Those alumnae — Nina Ho, Joleena Mundy, and Aryana Richardson — got to play a unique role in seeing the creation of Electric Mood come to life.

“I was so happy to be chosen, because both music and makeup are forms of self-care and self-expression for me, and I found myself in this amazing opportunity that melded both,” says Richardson, 21, a senior at George Washington University. For the first leg of the program, the three participated in innovation courses with mentors from both e.l.f. and Bustle Digital Group to get an inside look into beauty marketing and product development. “I realized how powerful and influential marketing can be. It’s a way to emotionally impact customers. How do you show your consumers you care about them?” says Ho, 21, a junior at University of California, San Diego. Before these courses, Mundy, 19, a sophomore at Indiana University, admits she didn’t have much interest in the business side of things. “I thought it didn’t allow space for any creativity,” she says. “I now see it as a way to introduce new ideas or to simply create something for people to enjoy.”

The alumnae also engaged in fun experiential classes that helped them identify the art in just about everything. “We attended a virtual cooking class led by a Chopped chef, a high-energy fitness class, and a makeup lesson with a celebrity makeup artist,” says Richardson. “One of my main takeaways was that the creative process isn’t linear; [don’t] be afraid to step out of the box and remix it up, because creativity requires confidence and curiosity.”

For the final phase, the Girls Inc. members were able to apply their learnings in real time as they began working with e.l.f., the Beautyscape winners, and the three music artists on a new makeup collection. “Meeting with Tiana Major9 was a breath of fresh air for me!” says Ho. “I adore her signature looks that center on colorful graphic eyeliner and dewy-looking skin — and how her brand intersects with e.l.f. in terms of playfulness, color, and freshness. The process involved classes that taught us about different ingredients that can be incorporated into makeup products; steps required to launch such a complex makeup campaign; and how to translate Tiana’s vision, aesthetic, and musical style into makeup.”

The takeaway was similar for Richardson, who got to work with Tove Lo on her part of the collection: “She was so kind and funny and really wanted to make sure the makeup was a reflection of who she is and what her art means to her. Like many artists, she uses her music as a form of expression, and the intent of the collection is to allow others to also express themselves.” And Mundy notes how Pitizion also drew inspiration from her musical genre (Latin) when it came to her take on the formulas and colors featured in her part of the collection.

Just like the music artists and contributors behind it, Electric Mood pulses with incredible energy. And who better to summarize the experience creating it than Mundy, Richardson, and Ho?

“I just want to thank everyone for allowing me to be a part of this process,” says Mundy.

Adds Richardson, “I’m so proud of everyone involved, and I can’t wait for others to enjoy these products as well. This was a once-in-a-lifetime experience, and I’m so grateful to have learned so much and to be able to apply these skills to all aspects of my life.”

Ho concludes, “Ultimately, this was a once-in-a-lifetime opportunity that I will forever be grateful to be a part of, especially because the Beautyscape program helped me realize my passion for makeup can also be applied to my burgeoning professional career. I’ve found contentment and meaning in my experience at e.l.f.”