Things have been on the up-and-up for e.l.f. which recently became the second-largest cosmetics brand in the U.S., according to NielsenIQ. Its net sales also increased 50% in the first quarter of its 2024 fiscal year.

As for measuring the album’s success, O’Keefe is most concerned with its impact on the community. 

“Delighting our community is our No. 1 KPI, it always is,” he said.

“GRWM, The Album also gives the community exposure to artists they might not always get to hear, and these artists are fantastic and just need a platform to prove that. And, of course, some chart-topping songs wouldn’t hurt.”