e.l.f. x PEOPLE pre-party celebrated rising music stars

The e.l.f. x PEOPLE GRWM pre-party took place on March 17, 2025, at the Rosy Café in The Hollywood Roosevelt. This event was a fun way for guests to enjoy a relaxed atmosphere before the iHeartRadio Music Awards. Guests at the party had a chance to try a unique lip gloss vending machine. After inserting a coin, they received some sour gummy candies shaped like lips and a surprise shade of e.l.f. lip oil. There were also two spots designed for taking Instagram photos, which were popular among attendees. Another attraction was a “lip reading” table. Guests painted their lips with e.l.f. lipstick, kissed a card, and got a fortune in return. Music artist David Archuleta enjoyed this activity. Additionally, guests could choose a piece of permanent jewelry with a charm, either in silver or gold. As people mingled, a DJ played music, including songs from e.l.f.'s GRWM album. Attendees dined on delicious snacks like avocado toast, hot dogs, and egg rolls. Before heading to the awards show, many guests, including singer-songwriter Mariangela, stopped at a beauty station for last-minute makeup touches. They then walked the red carpet, ready to celebrate the night’s highlights.