Among the highlights was the launch of Apex Legends on mobile earlier this year, and the growing popularity of a new form of social networking with BeReal, Apple’s “app of the year.”

Source: https://techcrunch.com/2023/01/10/app-store-developers-have-earned-320-billion-to-date-says-apple/

"I feel like BeReal is like the ultimate manifestation of 'look, look, see what I am doing right now!'

Source: https://mashable.com/article/bereal-users-decline

Lam said she treats each social platform with an equal amount of attention — E.l.f. was among the first beauty brands on BeReal last year — but did add that TikTok is a key engagement driver with the brand.

Source: https://wwd.com/beauty-industry-news/beauty-features/how-e-l-f-beauty-drives-relevance-with-virality-1235504963/

The company confirmed it’s running a test that swaps out its Friends tab — which is also where TikTok’s BeReal clone is found — with a new experience that’s more akin to Instagram’s Explore page.

Source: https://techcrunch.com/2023/04/11/tiktok-considers-ditching-its-friends-tab-for-a-new-explore-experience-focused-on-discovery/

The value-priced beauty brand’s marketing is best known for such things as its early moves into TikTokmore recently BeReal.

Source: https://adage.com/article/special-report-super-bowl/behind-elfs-surprising-super-bowl-tv-buy/2470296