Go Inside the e.l.f. x PEOPLE GRWM iHeartRadio Music Awards 2025 Pre-Party

The e.l.f. x PEOPLE GRWM party was the perfect pre-game to the 2025 iHeartRadio Music Awards.

The intimate event, which was held at the Rosy Café at The Hollywood Roosevelt on Monday, March 17, offered various fun moments for guests to enjoy, a relaxed ambiance and beauty galore.

Beginning with the lip gloss vending machine, guests inserted a coin and received sour gummies in the shape of lips and a surprise shade of the e.l.f. lip oil.

Once guests got touched up, there were two Instagram-worthy moments in the same area — and everyone made sure to stop and get their picture taken.

At a different side of the party, there was a “lip reading” table where guests put on a shade of e.l.f. lipstick (which they got to keep!), kissed a card, and received a fortune (David Archuleta was psyched about this).

Meanwhile, there was also a permanent jewelry activation where guests could get a chain of their choice in silver or gold with a charm. 

As attendees made their way through the event, they enjoyed music by a DJ (including songs from e.l.f.'s GRWM album) and were served bite-sized foods such as avocado toast, hot dogs, poke cups and egg rolls.

Before walking over to the award show, several guests, like rising singer-songwriter Mariangela got their makeup touched up in the beauty station for a fresh red carpet glow — then hit the red carpet, where e.l.f. treated guests to a special iHeartRadio Music Awards experience before they went into celebrate the night's biggest winners and best performances.