• by Sarah Mahoney  @mahoney_sarah, August 5, 2024

Focused on those amazing athletes, splashing and swinging their way to gold over in Paris? E.L.F. Cosmetics is, too, with two new collaborations showing the company’s sporty side, in launches with swimmer Anastasia Pagonis and gymnast Gabby Douglas.

Pagonis, the world champion swimmer who is also blind, is the face of E.L.F.’s new “Beauty For Every Eye.” The limited-edition accessibility bundle includes three of Pagonis' favorite E.L.F. products: mascara, lip stain and sunscreen.

Each comes with a scannable QR code that links to an audio recording by Pagonis, who describes the product, including finish and application tips, making it easier for the blind and low-vision community to use. E.L.F. worked with Oberland to develop the collection.

E.L.F., which first announced its partnership with Pagonis last June, has also featured the swimmer in “Show Your(s)e.l.f.,” a company documentary featuring inspirational stories. Pagonis is a Paralympian, with 3 million followers on Instagram and TikTok.

The company recently teamed up with Hot Girl Walk in a campaign starring gymnast Gabby Douglas, a three-times Gold Medalist. Douglas plays a sportscaster in the parody, hyping E.L.F.’s Power Grip Dewy Setting Spray.

That makes E.L.F. the first official beauty sponsor of Hot Girl Walk, which has morphed from a TikTok trend to a passion of everyday athletes. The idea -- a four-mile walk -- is to get closer to that 10,000-step goal. But hot walkers have made looking good part of the social-media challenge.

This partnership also has a bundle, including lip oil, sunscreen and the setting spray. A custom Snapchat lens ties the effort into E.L.F.’s Snap Sports Network partnership, and the company is sponsoring a live Hot Girl Walk event in Miami. Movers+Shakers is E.L.F.’s creative partner in this effort.

The steady stream of social media initiatives continues to pay off for the Oakland, California-based E.L.F. In its most recent quarterly financial results, net sales rose 71% to $321.1 million, and it further expanded its market share.