Popular cosmetics brand e.l.f. has officially announced Venezuelan singer-songwriter and Latin GRAMMY winner Joaquina as its newest brand ambassador. The major announcement arrives alongside 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,” explores themes of profound self-expression and weaves in rich elements of Venezuelan culture, most notably through the incorporation of traditional instrumentation like the cuatro. This cultural grounding and artistic identity are vividly brought to life in the song’s lyrics. The track features familiar cultural idioms and sayings, such as the well-known phrase “mejor estar sola que mal acompañada” (“Better alone than in bad company”), alongside powerful lines that heavily emphasize self-love, fierce independence, and unapologetic confidence. Among these standout lyrics is the empowering declaration, “Hablo más duro si me quieres callada” (“If you want me quiet, I’ll only get louder”).
The collaborative effort behind the music extends deep into the creative community. Joaquina teamed up with Argentine artist and producer Kakush alongside Colombian artist and producer Nico González to produce the track, ensuring that the song’s Latin roots and modern production values resonate authentically with listeners across different regions.
The Mirror Mix project itself brings together a diverse lineup of prominent and emerging musical talents. Alongside Joaquina’s “Ya no estoy,” the project showcases contributions from several notable figures across the contemporary music landscape, including basketball star and rapper Flau’jae Johnson, Grammy Award-winning multi-instrumentalist Mamii, Colombian-Dominican singer-songwriter NEZZA, vibrant pop-rock sister trio Hello Sister, rock artist and songwriter Brasko, and emerging singer-songwriter Sadie Rose Van.
For Joaquina, the partnership represents a unique convergence of her passions for music and visual artistry. Reflecting on the new alliance, the Latin GRAMMY winner expressed her excitement, noting that the collaboration feels deeply personal and creatively fulfilling.
“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 when discussing the announcement. She added that seeing her supporters embrace her signature beauty look adds an extra layer of connection to her performances. “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. echoed this enthusiasm, emphasizing the cultural significance of the partnership and the vital importance of elevating rising voices within the Latin music industry. Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Brands, pointed out the rapid global expansion of Latin music and the ongoing need to amplify female artists within the genre.
“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 explained. He further noted that the creative synergy between the artist and the brand was apparent from the very beginning of their interactions. “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 accompanying brand ambassadorship mark a significant milestone for the young artist, serving as the second major release of Joaquina’s new musical era as she continues to expand her artistic footprint internationally.
