Cruelty-free e.l.f. Cosmetics Introduces AI Campaign Like No Other: Animal Intelligence

Bringing Power to the Paws with the Internet’s Favorite Pets and Support for Our Furry Friends

OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), launched today a clever campaign that gives a whole new meaning to AI: Animal Intelligence. The words of wisdom fueling this content come from some of the smartest sources on the planet, our beloved pets.

With universal appeal to every eye, lip and face, e.l.f. Cosmetics is vegan and double-certified cruelty free by both PETA and Leaping Bunny – with premium quality and extraordinary prices. With over 94 million households in the U.S. owning pets,* furry friends are a source of positivity, inclusivity and accessibility for so many in the e.l.f. community.

At the heart of this campaign is a collective love for animals. e.l.f. looks to celebrate the joy, emotional intelligence and individuality pets bring to our lives. The campaign features beloved social sensations Luna the Mini Cockapoo, Venus the Two-Faced Cat and Blue Planet Pets. Fans are invited to join the “Paw Squad” between October 2-8, 2025, by submitting the best photo of their own pets for a chance to win a “treat.” Participating community members have a chance to be featured in upcoming e.l.f. campaign and a chance to win prizes, including Chewy.com “Paw-tastic Prize Packs.” Visit here to enter and find more information about the sweepstakes, including the official rules.

“As a lifelong pet lover, this campaign is especially close to my heart. At e.l.f., we know how deeply our community values our products being vegan and cruelty-free. These superpowers are part of who we are and what we stand for,” said Patrick O’Keefe, Chief Integrated Marketing Officer of e.l.f. Beauty. “With this launch, we wanted to surprise and delight the community while emphasizing our shared passion for pets. By reframing AI as Animal Intelligence, we’re showing up with purpose, fun and positivity.”

To further celebrate the furry-friend fun, e.l.f. is extending its support of the Best Friends Animal Society, a leading national animal welfare organization dedicated to saving the lives of dogs and cats in America’s shelters, by donating $25,000.

“Our partnership with e.l.f. Cosmetics continues to be such a joyful collaboration. Together, we’re proving that when compassion meets creativity, incredible things happen for the animals. We share a deep love for homeless pets and a commitment to creating a brighter future for them, and we’re so grateful for the ongoing support e.l.f. Cosmetics brings to this lifesaving work,” said Candi Maciel, Director of Corporate Partnerships of Best Friends Animal Society.

Animal Intelligence launches across TikTok, Instagram and e.l.f. Beauty Squad for one week, with future waves of pet-led content planned for later this year.

The campaign was developed in consultation with eGEN, a global immersive consultancy that helps brands engage next-gen audiences through culture, community and technology.

For more information about Best Friends and pets looking for loving homes, please visit bestfriends.org.

*APPA, March 2025

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.

About Best Friends Animal Society

Best Friends Animal Society is a leading animal welfare organization dedicated to saving the lives of dogs and cats in America's shelters and making the entire country no-kill. Founded in 1984, Best Friends runs lifesaving facilities and programs nationwide in partnership with more than 5,500 shelters and rescue organizations. From our headquarters in Kanab, Utah, we also operate the nation's largest no-kill animal sanctuary — a destination that brings our mission to life for thousands of visitors each year. We maintain the most comprehensive animal sheltering data in the country and make it accessible to the public — empowering communities with critical insights into the needs of their local shelters and how they can help. We believe every dog and cat deserves a home. And we believe that, by working together, we can Save Them All®.