- e.l.f. Cosmetics released its second original compilation album, Mirror Mix, spotlighting seven independent artists across pop, rock, R&B, and Latin music.
- The album features new tracks from WNBA rookie and rapper Flau'jae Johnson and Latin Grammy winner Joaquina, alongside NEZZA, Brasko, Hello Sister, Mamii, and Sadie Rose Van.
- The project includes a live Genius Open Mic performance on September 30, 2026, with full distribution across major streaming platforms and inside e.l.f. UP! on Roblox.
e.l.f. Cosmetics has released Mirror Mix, an original seven-track compilation album designed to empower emerging musicians.
Produced by Michelle Bell through the brand’s entertainment arm, e.l.f. Made, the project brings together seven independent artists: Flau’jae Johnson, Joaquina, NEZZA, Brasko, Hello Sister, Mamii, and Sadie Rose Van.
The initiative tackles financial barriers in the music industry by giving independent acts global reach without traditional label backing.
Johnson stars on the track “What Can’t I Do.” The dual-threat talent was selected eighth overall in the 2026 WNBA Draft by the Golden State Valkyries, traded to the Seattle Storm, and recently wrapped her rookie season. She also dropped her single “Woah,” filming its music video atop the Empire State Building.
The project strengthens Johnson’s ongoing relationship with e.l.f. Cosmetics, building on their work earlier this year for the brand’s ‘Show Your(se-l-f)’ campaign to support her More to 4 Foundation. Outside beauty, Johnson holds major endorsement deals with Puma, Amazon, and Samsung.
Venezuelan singer-songwriter Joaquina, who won Best New Artist at the 2023 Latin Grammy Awards and earned two 2026 Latin Grammy nominations, contributed the Spanish-language single “Ya No Estoy.”
Named e.l.f.’s newest brand ambassador, she previously partnered with the company to sing the national anthem at the 2026 NWSL Challenge Cup.
To broaden music discovery, e.l.f. has teamed with Genius to host a live Open Mic showcase on September 30, concurrently integrating the featured tracks into its immersive Roblox world, e.l.f. UP!.
The initiative reinforces the beauty company’s culturally plugged-in marketing playbook, arriving on the heels of Sara Waisglass fronting its ‘Unglammy Valley’ campaign and continuing a track record of marquee tie-ins with talent like Jennifer Coolidge, Peyton List, and Manuel Turizo.
Takeaways
By treating music production as a brand pillar rather than a fleeting marketing stunt, e.l.f. Cosmetics is reshaping how consumer brands interact with culture.
Rather than merely buying thirty-second ads, the retailer acts as an indie label and creative incubator, directly underwriting music production, live Genius showcases, and virtual worlds on Roblox.
Partnering with versatile young stars like Flau’jae Johnson and Joaquina gives e.l.f. credible entry points into collegiate athletics, pro sports, Latin pop, and gaming.
How does Flau’jae Johnson’s dual success in the WNBA and rap music set a new blueprint for athlete endorsements? Does integrating branded music into games like Roblox offer better long-term engagement than standard social media campaigns?
