If TikTok Hasn't Made You Buy This Makeup Product Yet, It Sure Will Now

e.l.f. Cosmetics
e.l.f. Cosmetics

From painstakingly learning the dance choreography to a hit song to experimenting with a new viral beauty hack, we can't tell you how many times we've uttered the words "TikTok made me do it" in the last year. And if you think you're done being influenced by a social media platform, think again — we've got another TikTok hashtag challenge from affordable beauty brand e.l.f. Cosmetics coming in hot.

After the OG #eyeslipsface challenge last fall that put the bestselling Poreless Putty Primer on the TikTok map and the #elfvanishingact challenge, the successful follow-up from a couple months ago, the brand is back with the new #elfmagicact challenge to spotlight the fan-favorite primer once again.

If you're not familiar with the Poreless Putty Primer, think of it as the skin-perfecting, pore-erasing first step to all great makeup looks. It glides over the skin to help smooth imperfections, minimize the appearance of pores, and protect the skin from moisture loss, all while gripping makeup for all-day wear. Basically, it's kind of like magic, and that's exactly what this hashtag challenge is all about.

From July 23-25, e.l.f. Cosmetics wants you to get creative and show your own glow-up with a magic twist, whether that's hot pink eyeshadow, a fierce cat eye, or even a new hair color. And just like last time, expect a catchy original song and the chance to win a Poreless Putty Primer for yourself when you join the challenge. Go on, create some makeup magic of your own and blame it on TikTok!