“ojos. labios. cara.” - e.l.f. Cosmetics
Shorty Award Winner 2024 - Best Music Video 🏆
Too often, Latinas — and especially Afro-Latinas — are overlooked in beauty advertising. And as the beauty company that stands for every eye, lip, and face, we knew we wanted to shine a much-deserved spotlight on this community.
But in order for our work to resonate, we knew needed to do it on their own terms, and in their own language. So we partnered with Colombian superstar Manuel Turizo to write an original song with a translation of our brand name. (Get it? ‘eyes lips face’ = ‘ojos labios cara.)
The supporting music video honors the iconic Pachuca look from the 1940s. Pachuca was more than a makeup aesthetic – it was a visual representation of the female rebellion against the patriarchy. We reconstructed the iconic Pachuca look with zoot suits, stop sign red lips, extra sharp winged-eyeliner and up-dos. Everything – the casting, crew, styling, talent, hair, makeup – was all gorgeously and unapologetically Latin.
And that authenticity was felt. Fans loved the song’s empowering message.
“ojos. labios. cara.” topped the charts on multiple Spotify hit playlists: Pop Latin Hit. Top Latin Mix, Top Latin Banger, Latino Vibe Mix, and reached the top 1% of streamed tracks globally. (0.29% to be exact, #math.)
”ojos. labios. cara.” became Manuel’s biggest solo hit of 2023. It even got nominated for Univision’s Premio Lo Nuestro Awards for pop urban song of the year! A branded song that’s loved by fans and critics alike? That’s what we call boldly disrupting culture!
The music video went on to earn more than 14 million views , becoming e.l.f.’s most-watched YouTube video.
And while these stats are impressive, the true impact can be felt through how it inspired others. It all goes to show that we didn’t just make a hit song. We created a movement.
