Retailers turn record labels to capture Gen Z loyalty

E.l.f. Beauty recently dropped "Mirror Mix," an original album featuring seven independent artists, including a WNBA player and a Grammy-winning songwriter. Available on platforms like Spotify, Apple Music, and Roblox, the project marks the company's second musical release, following 2024’s "Get Ready With Music." This strategy relies on the emotional resonance of sound to foster community, a tactic Chief Integrated Marketing Officer Patrick O'Keefe believes shifts the brand from a mere vendor to a daily companion.

The push for original audio content is fueled by aggressive marketing budgets, bolstered in E.l.f.’s case by tariff refunds. This approach mirrors their 2019 success with the viral "eyes.lips.face." track, which helped define the brand's identity on TikTok. By positioning themselves as curators of culture rather than just beauty products, these retailers are betting that authentic musical engagement will keep them at the top of their customers' minds in an increasingly crowded digital marketplace.