SUBSCRIPTION ONLY Influencers & Creators E.l.f. Cosmetics Names Joaquina Its Brand Ambassador Alongside Second Album Drop The Latin artist is joined by six other artists on the album E.l.f. launched its second album. E.l.f. Cosmetics By Mitchell Parton --> 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. 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.
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Mitchell Parton is ADWEEK's senior commerce reporter, covering retail media as well as the rise of agentic and social commerce. Before joining ADWEEK in 2026, he was a reporter at Digiday Media's Modern Retail and before that wrote for several regional publications in Texas.
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