e.l.f. Cosmetics is handing the mic to seven rising artists for its second original album.
The beauty brand has officially launched "Mirror Mix" through e.l.f. Made, the brand's entertainment arm, with songs spanning pop, R&B, Latin and rock.
It teamed up with artists such as Brasko, Flau'jae Johnson, Hello Sister, Joaquina, Mamii, NEZZA, and Sadie Rose Van, each contributing an original track.
e.l.f. sees the release as a response to a gap in the independent scene.
It cites data showing one in three independent artists struggle to get their music heard.
Meanwhile, 78% earned less than $15,000 from music in a year, and 82% can't afford to tour.
Speaking on the campaign, e.l.f. Brands Chief Integrated Marketing Officer Patrick O'Keefe shared his belief that beauty and music "are both powerful forms of self-expression."
"Everyone deserves the opportunity to be seen, heard, and celebrated," he added.
Flau'jae Johnson is a WNBA star with the Seattle Storm, and she contributes "What Can't I Do."
Meanwhile, Hello Sister is an Orlando pop-rock trio of sisters that first drew national attention on America's Got Talent.
NEZZA gained global attention after a viral performance at Los Angeles Dodgers Stadium in summer 2025.
Mamii, a Grammy Award-winning independent artist, plays five instruments and writes and produces most of her own music.
A Writing Camp and a Live Stage
As part of the campaign, Geo Massive founder and executive producer Michelle Bell brought artists, writers and engineers together for three days to write the record.
Nylon reports that five of the seven artists attended, and that five of the 22 songs written there made the album.
Joaquina's track follows a separate path.
The Latin Grammy Award-winning singer-songwriter is e.l.f.'s newest ambassador, and she wrote "Ya No Estoy" with creative agency CROING as the second single of her new era.
It follows her June appearance with e.l.f. at the NWSL Challenge Cup, where she sang the national anthem.
To mark the release, e.l.f. will also be running an Open Mic with Genius on Wednesday, September 30, where a live audience will be present.
"We're excited to bring e.l.f.'s 'Mirror Mix' to a live stage, giving these seven talented artists an opportunity to reach new fans and grow their community," said Rob Markman, VP of music and content at Genius.
The album streams on Spotify, Apple Music, and Amazon Music, with the tracks also set to live in e.l.f. UP! on the gaming platform Roblox.
It's a follow-up to e.l.f.'s 2024 debut, "Get Ready With Music, The Album," which generated 500,000+ Spotify streams and 10 million YouTube views.
The brand also worked with Colombian singer-songwriter Manuel Turizo on the original song "ojos. labios. cara" and created "#eyeslipsface."
It's what e.l.f. considers the most viral branded campaign in TikTok history.
Why Artist Discovery Works as Media
e.l.f.'s album and open mic efforts explore experiential marketing in a way that has worked for the brand before.
It follows the approach the brand took at the Minnesota State Fair, where a 10-foot pickle jar and branded Skyride gondolas backed a lip balm that had sold out in eight minutes.
In both cases, e.l.f. enters cultural discussions and takes something fans want to spaces they occupy.
Here, that means playlists, a Genius stage, and Roblox, with artists who bring their own followings.
Outside data also backs up why it may be an effective strategy.
Deloitte's 2026 Digital Media Trends report found closer to 60% of Gen Z fans discover content on social media and then go elsewhere to watch, listen to, or buy it.
YouGov data from September 2025 to September 2026 shows 40% of Americans listening to more music than a year ago find new songs through movie or game soundtracks.
"Mirror Mix" reaches its audience through playlists, a lyrics platform, and a Roblox world.
Three lessons stand out for marketers building music programs:
- If you're gonna spotlight artists, prepare to fund and support them: A three-day camp under Michelle Bell gave seven artists original songs to release, promote, and stage.
- Stack the formats for a streamlined rollout: Streaming, Roblox, and a live Open Mic reach listeners in three modes from one album.
- Pick partners with fans: Genius brings a lyrics-first audience that already searches for what artists say.
Overall, a brand that funds the songs, the stage, and the streaming placement controls every step between an unknown artist and a new listener.
And that is the very asset marketers are paying for.
Our Take: Does a Beauty Brand Have a Space in Music?
Yes, but e.l.f. keeps that space only while the artists stay part of its plans.
Joaquina is a new ambassador, and Flau'jae Johnson already has ties to e.l.f. before this campaign, which suggests the brand treats artists as long-term partners.
This matters because a compilation album can lose its momentum the week the streams slow down.
Independent artists who can't afford to tour need a partner that is still around next year.
We want to see a "Mirror Mix" artist in an e.l.f. campaign that has nothing to do with music.
That is when the beauty brand stops visiting the music business and starts belonging to it.
Running one idea across various media and streaming platforms takes partners who can hold the concept together in all places.
Explore these top agencies experienced in helping brands keep ambition high while execution stays grounded.
