e.l.f. Cosmetics Drops a Second Album and Signs a Pop Star to Front It
e.l.f. Beauty is once again treating its marketing budget like a record label's A&R department, this time handing the mic to rising artist Joaquina.
e.l.f. Cosmetics has released its second original album, "Mirror Mix," a seven-track project meant to showcase breakout artists rather than sell a single product. The lineup includes LSU basketball star turned musician Flau'jae Johnson, singer NEZZA, and Joaquina, whom the brand has now also named its newest brand ambassador.
The move follows the same playbook e.l.f. has run for years: treat culture as the media buy, rather than paying for a traditional ad campaign. Instead of a 30-second spot, the brand gets a body of music that lives on streaming platforms indefinitely, plus a roster of artists who now have a financial reason to keep talking about the brand long after the release date. Naming Joaquina an ambassador alongside the album drop also lets e.l.f. attach a face and an ongoing relationship to what would otherwise be a one-off stunt.
It is a cheeky, low-cost way to keep e.l.f. in the cultural conversation between bigger campaign moments, like September's "Unglammy Valley" horror-movie push for its foundation line. Betting on music this time, rather than fear, shows a brand comfortable rotating through whatever cultural lane will get Gen Z's attention next.
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
