Essence Makeup to host TikTok’s first-ever beauty awards show

Essence Makeup is on its way to making history on TikTok by announcing its plans to host the platform’s first-ever The Effortful Makeup Awards.

In partnership with creative agency Movers+Shakers, the beauty awards show is designed to challenge the viral effortless makeup trend and recognize outstanding work in the beauty content creation space, as well as highlight the effort and dedication behind each winning look.

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A range of TikTok-first creators will be nominated in several beauty-focused categories and winners will be determined by in-app community voting. In addition, the winners will be announced during the show, which will be posted to essence’s TikTok channel.

Hosted by content creator Erin Dugan Jurchak, the ceremony will feature purple carpet arrivals and acceptance speeches among other surprises, the brand noted.

The awards show is slated to go live at the end of October on TikTok.