E.l.f. Cosmetics Has Named Joaquina Brand Ambassador

The beauty brand announced the partnership alongside the debut of its second music album, Mirror Mix.

Updated on Sept. 25, 2026 in Latin

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E.l.f. Cosmetics has named singer Joaquina as a new brand ambassador as part of a campaign featuring the company's second music album, Mirror Mix. The project showcases the company's commitment to connecting with younger generations through music.

Why it matters

The collaboration highlights the strategy of major beauty retailers to engage consumers by integrating their brand identity into music, gaming, and sports sectors. E.l.f. seeks to align with creative partners who prioritize the empowerment of the next generation.

The album Mirror Mix features seven artists in total. This release marks the company's second musical venture following the debut album launched in 2024.

The players

Joaquina

She is a singer and songwriter who has previously partnered with JCPenney and performed at the 2026 NWSL Challenge Cup.

E.l.f. Cosmetics

This is a beauty company that produces cosmetics and is actively expanding its marketing through music and sports collaborations.

Croing

This is a creative agency that partnered with E.l.f. Cosmetics to produce content for its music projects.

The details

E.l.f. partnered with the creative agency Croing to develop the content for Mirror Mix, which will be distributed across the brand's social media platforms. The track Ya no estoy, which appears on the album, was produced by Joaquina alongside collaborators Kakush and Nico González.

The debut E.l.f. music album was released in 2024.
Joaquina spoke at an Adweek House panel in April 2026.
Joaquina performed a halftime show at the 2026 NWSL Challenge Cup.
Mirror Mix was released on September 25, 2026, at 9 a.m. EDT.

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Industry Dynamics

This move represents a shift in how consumer brands navigate the modern entertainment landscape to capture audience attention. By pivoting to producer roles, companies like E.l.f. are attempting to bypass traditional media to foster deeper brand loyalty through lifestyle content.

Fans can access the new Mirror Mix album and associated content exclusively through E.l.f. Cosmetics' social media channels. The collaboration serves as the primary way consumers can engage with Joaquina's latest musical project alongside the brand's beauty offerings.

The takeaway

Retail brands are increasingly acting as music labels to embed themselves into the cultural habits of their target demographics. By leveraging music as a storefront, these companies aim to increase brand affinity beyond standard product advertisements.