By Lissete E. Lanuza
September 25, 2026 – 07:00
The popular cosmetics brand e.l.f. has officially announced Venezuelan singer-songwriter and Latin GRAMMY winner Joaquina as its newest brand ambassador, marking a significant crossover between the beauty industry and contemporary Latin music. This high-profile partnership arrives in tandem with the release of a brand-new Spanish-language original track titled “Ya no estoy,” which was created in close collaboration with the beauty brand and is prominently featured on the upcoming Mirror Mix project.
The single “Ya no estoy” serves as a powerful exploration of self-expression, identity, and personal growth, seamlessly weaving in rich elements of Venezuelan culture. Among these cultural touchstones is the traditional Venezuelan cuatro, giving the track an authentic acoustic foundation that grounds its modern pop sensibilities. The cultural and personal influence of the region is further underscored by familiar idioms and empowering lyrical choices, such as the classic saying “mejor estar sola que mal acompañada,” which translates to “better alone than in bad company.”
Further emphasizing themes of self-love, independence, and unapologetic confidence, the song features striking lyrical moments like “Hablo más duro si me quieres callada,” meaning, “If you want me quiet, I’ll only get louder.” These lines capture the spirit of resilience and autonomy that Joaquina champions through her art, translating personal conviction into anthemic pop lyricism. The creative process behind the track was a deeply collaborative effort involving members of the broader Latin artistic community. Alongside Joaquina, the song was produced by the acclaimed Argentine artist and producer Kakush and the talented Colombian artist and producer Nico González, ensuring a vibrant fusion of regional perspectives and modern production techniques.
“Ya no estoy” takes its place on Mirror Mix alongside an eclectic and impressive lineup of other prominent artists and rising stars. The musical project also features contributions from 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 talent Sadie Rose Van. This diverse roster brings together voices from multiple genres and backgrounds, united by a shared dedication to authentic self-expression.
For Joaquina, stepping into the role of brand ambassador for e.l.f. represents a long-held personal aspiration and a natural alignment of her creative identities. Reflecting on the new partnership, the Latin GRAMMY winner shared her excitement about how beauty and music intersect in her life and career.
“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, highlighting the signature aesthetic that has come to define her public image. She noted how deeply touched she is by the reciprocity of her fanbase, adding, “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.”
Leadership at e.l.f. Brands echoed this enthusiasm, pointing to the rapid expansion of Latin music on a global scale and the importance of amplifying diverse, underrepresented voices within the industry. Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Brands, emphasized the strategic and cultural significance of welcoming Joaquina to the brand family.
“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,” O’Keefe stated. He further explained how the collaboration evolved organically from initial conversations into a shared creative vision. “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 release of “Ya no estoy” and the announcement of her ambassadorship mark a major milestone for Joaquina, serving as the second official release of her newly launched musical era. As she continues to build upon her acclaimed catalog and expand her cultural footprint, the partnership with e.l.f. provides a unique platform to merge her distinct visual style with her evolving musical artistry.
