e.l.f. Announces Joaquina as New Brand Ambassador & Launches New Original Song

The makeup brand e.l.f. has named Venezuelan singer-songwriter and Latin GRAMMY winner Joaquina as its newest brand ambassador. The announcement coincides with the release of “Ya no estoy,” a Spanish-language original created in collaboration with the brand and featured on Mirror Mix.

“Ya no estoy” explores self-expression and weaves in elements of Venezuelan culture, including the cuatro. The influence is clear in lines such as the familiar saying “mejor estar sola que mal acompañada” (“Better alone than in bad company“) and others that emphasize self-love, independence, and unapologetic confidence, like “Hablo más duro si me quieres callada” (“If you want me quiet, I’ll only get louder”).

https://open.spotify.com/track/7EWsDfNk4UtPFFhq7pamCO

Our communities are deeply involved in the new music. Joaquina, Argentine artist and producer Kakush, and Colombian artist and producer Nico González produced the song.

Mirror Mix features Joaquina’s “Ya no estoy” alongside other big names, including basketball star and rapper Flau’jae Johnson, Grammy Award-winning multi-instrumentalist Mamii, Colombian-Dominican singer-songwriter NEZZA, pop-rock sister trio Hello Sister, rock artist and songwriter Brasko, and emerging artist Sadie Rose Van.

“This partnership is truly a dream come true. Makeup has always been a way for me to express myself, and my red cat-eye has become such a fun way for me to connect with my fans,” Joaquina said. “They recreate it and even come to my shows wearing it, which means so much to me. What I love about this partnership is that it goes beyond beauty. It gave me the opportunity to make music and create something that feels very much like me, in Spanish and from a very personal place.”

“Latin music is one of the fastest-growing genres in the world, and women are still too often its least-heard voices. Joaquina represents a new generation of Latina talent with global influence, and welcoming her as a Brand Ambassador is about giving that voice a bigger stage,” said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Brands. “We instantly knew she was a kindred spirit, and once we heard ‘Ya no estoy,’ the song proved it. The song expresses the values we stand for: self-expression, confidence, and empowerment.”

The song marks the second release of Joaquina’s new musical era.