-

e.l.f. Cosmetics Unveils "Descubre e.l.f.ecto" in Mexico: Premium-Quality Beauty Meets Unbeatable Value

Telenovela-inspired campaign showcasing affordable beauty for every eye, lip and face, available at Sephora Mexico

original e.l.f. Cosmetics launches new "Descubre e.l.f.ecto" campaign, which translates to “discover the e.l.f. effect,” delivering high-quality, prestige beauty products at accessible prices for every eye, lip and face, available at Sephora Mexico. (Graphic: Business Wire)

e.l.f. Cosmetics launches new "Descubre e.l.f.ecto" campaign, which translates to “discover the e.l.f. effect,” delivering high-quality, prestige beauty products at accessible prices for every eye, lip and face, available at Sephora Mexico. (Graphic: Business Wire)

OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), announces the launch of its outrageously entertaining campaign "Descubre e.l.f.ecto," which translates to “discover the e.l.f. effect,” delivering high-quality, prestige beauty products at accessible prices for every eye, lip and face, available at Sephora Mexico.

e.l.f. Cosmetics launches new "Descubre e.l.f.ecto.” Telenovela-inspired campaign showcases premium-quality beauty meets unbeatable value for every eye, lip and face, available at Sephora Mexico.

Share

Created for e.l.f.’s Mexico-based community, the ‘e.l.f.enovela’ is a twist on the telenovela that captivates viewers with storylines inspired by the drama-filled, community-favorite, telenovela, while highlighting e.l.f.'s commitment to inclusivity, accessibility and positivity.

Through this work, e.l.f. is shifting the perspective of what’s possible when it comes to beauty and inviting more of its diverse and passionate community to experience e.l.f.’s unbeatable value. In October 2024, e.l.f. entered Sephora Mexico, marking its first time in Sephora, democratizing access to its most sought-after products at an unbeatable value.

"At e.l.f., we're not just launching a campaign; we're introducing a new era of beauty in Mexico. Our telenovela-inspired approach isn't just about drama—it's about delivering the unexpected magic! We're disrupting the notion that premium beauty is exclusive for the privileged few by making the best of beauty accessible to the happy many,” said Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty. “'Descubre e.l.f.ecto' is a culturally relevant and entertaining invitation to our community to experience high-quality beauty products without breaking the bank. We are rewriting the script of what affordable luxury can be.”

The campaign, created in collaboration with creative agency 72andSunny, comes to life through the two-episode telenovela-style series on TikTok and Instagram. Out-of-home amplifications in Mexico City, Monterrey and Guadalajara further extend the campaign's reach across the country.

Watch the “Descubre e.l.f.ecto” episodes now on social media:

Featured products include fan-favorites Power Grip Primer, Camo Liquid Blush, Brow Laminating Gel and Glossy Lip Stain. These products and more e.l.f. must-haves are available in-store at Sephora Mexico and online at sephora.com.mx.

About e.l.f. Cosmetics

e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty-free. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.

Contacts

Hannah Rubin, hrubin@elfbeauty.com

Industry:

e.l.f. Cosmetics

NYSE:ELF
Release Versions
EnglishSpanish

Contacts

Hannah Rubin, hrubin@elfbeauty.com

More News From e.l.f. Cosmetics

rhode Expands Global Presence to Mexico, its First Entry into Latin America, and Adds Seven European Countries

LOS ANGELES--(BUSINESS WIRE)--rhode, the beauty brand founded by Hailey Rhode Bieber and part of e.l.f. Beauty (NYSE: ELF), today announced a major global expansion. Starting Tuesday, June 9, 2026, rhode will be available direct to consumers in Mexico for the first time, marking the brand’s official entry into Latin America, alongside seven additional European markets: Belgium, Bulgaria, Croatia, Czech Republic, Portugal, Romania, and Switzerland. The expansion significantly increases internati...

Naturium Launches “Glow Better Together” Campaign Celebrating the Community Behind Its Bestselling Glow Getter Collection

LOS ANGELES--(BUSINESS WIRE)--Today, Naturium unveiled Glow Better Together, a new brand campaign celebrating the people, relationships, and rituals behind its bestselling Glow Getter collection. Rooted in the idea that glow is not created alone, the campaign highlights the power of community, connection and self-expression through a cast made up of Naturium fans and longtime brand champion and Influencer, Bretman Rock. As the fastest-growing skincare brand in the U.S. top 50, according to Circ...

e.l.f. Cosmetics Partners with SURVIVOR 50 Finale for Fandom-Fueled "e.l.f.ie Advantage" Vignette Series

OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE:ELF), the bold disruptor with a kind heart, announces a first-of-its-kind partnership with SURVIVOR, the iconic CBS competition series. Debuting during the live, three-hour SURVIVOR 50 finale on Wednesday, May 20, 2026, on CBS and Paramount+, the partnership celebrates the fandom behind one of the most-watched, longest-running competition franchises in television history. With the "e.l.f.ie Advantage," a vignet...
Back to Newsroom