e.l.f. was present during one of Joaquina’s biggest career moments: her three-minute Latin Grammys performance, where she earned four nominations including Best Album. The brand’s name in Spanish was organically woven into her GRWM through ojos, labios, cara.

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In the video, Joaquina shared the mission behind her album: supporting and empowering girls as they transition from childhood into early adulthood, aligning with e.l.f.’s long-standing commitment to girls and women.

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Comments highlighted her makeup, suggested creating a product inspired by her eyeliner, and noted her influence on young girls. Viva Latino also engaged from their official account with over 400k followers.