E.l.f. Cosmetics named Venezuelan music artist and Latin Grammy winner Joaquina as its brand ambassador, alongside an original song.
Joaquina and e.l.f. collaborated on the song, “Ya no estoy,” for the brand’s second music album, which will be released across e.l.f.’s social channels on Sept. 25, 9 a.m. EDT. This isn’t e.l.f.’s first foray into music—the brand released its first album in 2024 through e.l.f Made, a then-new entertainment arm aimed to help the makeup giant engage customers via music, gaming, and sport, ADWEEK reported.
Joaquina told ADWEEK the biggest difference between a brand collaboration and a typical songwriting is that there is another “layer of intention” behind it.
