e.l.f. Created A Whole Album For Your GRWMs & It’s Taking Over TikTok

There’s a reason #GRWM is a viral mainstay on social media: The experience of getting ready for a day or night is a universal one, and the routine, for many, is a sacred ritual and form of self-expression. Getting ready has the ability to call up different feels depending on your mood, what you’re getting ready for, and time of day. You might have a go-to robe you wear, a spot on the floor in front of your mirror that you favor, and a drink you have to sip on as you’re doing your makeup. We can also bet that music is probably part of the equation because of its magical ability to both capture and set a mood.

With all of that in mind, the brand that’s likely already in your own routine, e.l.f. Cosmetics, went ahead and created its very own album, melding the art of getting ready with the art of music for the very first of its kind GRWM album. The 16-song soundtrack, called “Get Ready With Music, The Album,” just launched for your background bop pleasure. On the album you’ll find tracks by 12 emerging artists, written in collaboration with e.l.f. for every possible GRWM vibe you may find yourself in.

So far, the album has been a huge success: Its lead single, called “Hairpin” by Charlotte Rose Benjamin, dropped early, on September 4th, and is already a top-performing video on e.l.f.’s YouTube channel, where it’s racked up nearly 10 million views. The rest of the album features a diverse roster of up and coming indie artists like Betty Who and Meduulla, and each track was thoughtfully chosen to embody the mood and feelings one could be in during the GRWM ritual – fun and upbeat bops, moody bangers, melancholy tunes, and more. Just as your makeup or hair choices may differ on a day to day basis to reflect you, now you have a specially-crafted soundtrack to channel those same vibes through music.

Songs like Betty Who's “Wings” from the album are sparking a dance revolution on social media, with top creators like Paige Taylor coming up with her original choreography to the beat. The result? A flood of users dueting her moves, mouthing the lyrics, and transforming their everyday makeup routines into boppy, e.l.f.-powered GRWMs.

According to a study by e.l.f.’s creative agency, Madwell, 77% of women say makeup and music give them a sense of belonging and community, which was the core motivation behind the Get Ready With Music, The Album collection of songs. The hope is that through makeup and music, they can help people find empowerment through their beauty routines. So tonight or tomorrow morning when you reach for your phone to stream a song (and maybe even film a GRWM for your TikTok), you know what to throw on for some GRWM magic.