❤️E.L.F. x Joaquina by CROING: A Milestone for Latina Representation

E.L.F. BEAUTY partners with 21-year-old Latin Grammy–winning artist and four-time nominee hashtag#Joaquina on a piece creatively led and produced by CROING l Creative Agency, joining her on one of the most important nights of her career: the hashtag#LatinGrammyAwards ❤️

The 23-year-old Alejandra who founded ten years ago an agency with the dream of helping change the narrative of advertising into one that felt more real for women and girls, and more inclusive overall, was moved to tears this Friday when, on my flight from Las Vegas to NYC, my team told me this collab was live 🥹✨

This is more than a hashtag#GRWM moment; it’s a statement of values. Representation in beauty has never been a given for Latinas. Many Latinas grew up without seeing artists who looked like them or carried their cultural identity highlighted by major U.S. brands. That’s changing. With this collab, E.L.F. BEAUTY, one of the most influential beauty brands in the country, is, by supporting the incredible singer-songwriter hashtag#Joaquina, telling every Latina out there: you belong here. Your look belongs here. Your voice belongs here. It’s a message that aligns with e.l.f.’s long-standing commitment to inclusivity and self-expression, now through a Latina-led lens.

Excited to see E.L.F. BEAUTY join CROING l Creative Agency in redefining how beauty brands connect with the fastest-growing and historically overlooked group in the U.S. beauty landscape: young Latinas. And, as they always say, we don’t want to be alone, so go ahead and dupe that. We want every brand to join!

Thank you Josh Beane, Patrick O'Keefe, and Nayre Bandaryan, for believing in our vision and helping make this possible. Thank you Laurie Lam for trusting us since day one, and to the rest of the amazing team behind e.l.f: Kory Marchisotto, Tarang Amin, Micah Jesse K., Ashley Rosebrook!

Thank you to my passionate, fearless, and committed team at CROING for this turnaround: Anggie Salazar, Ana Da Silva, Milagros Storto, Camila Lessire Briceño, Gabriela Torres Bighetti, Yanira and all the CROINGERS, and to Joaquina y her team❤️