e.l.f. Beauty has partnered with astronaut and activist Amanda Nguyen (pictured) to “celebrate women’s empowerment”.
The collaboration aims to align the drugstore beauty brand’s commitment to democratising access “to beauty, the boardroom and beyond” with Nguyen’s vision of creating positive change.
Nguyen is also founder and CEO of non-governmental civil rights organisation RISE.
She drafted the Sexual Assault Survivors Rights Act – a bill which passed unanimously through the United States Congress.
“Amanda is changing the world with fearless disruption, doing the hard work that drives progress – with a capital P – to change the conversation for generations about what women and girls can accomplish,” said Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty.
“I speak for myself and e.l.f. in saying we are incredibly proud to partner with Amanda to prioritise positivity, inclusivity and accessibility – and foster it with our collective community.
“We are force multiplying to make the world a brighter place for every eye, lip and face.”
The partnership launches with a new episode of e.l.f. Beauty’s film series Show Your(s)e.l.f., which explores Nguyen’s journey as a changemaker.
“I am thrilled to partner with e.l.f. to elevate what is possible for women and girls everywhere,” commented Nguyen.
“Together, we are ensuring that the next generation knows no limits.
“When I fight for survivors' rights or reach for the stars as an astronaut, I am reminded that no dream is too big.
“We must always believe in the power of possibility and the importance of bringing others along on the journey.”
Past episodes of the series have featured people who challenge societal norms, such as British singer-songwriter Viktoria Modesta, American swimmer Anastasia Pagonis, and American actor and model Chella Man.
The beauty brand worked with agency Oberland to produce this film series.
e.l.f. Beauty has also been named the first beauty sponsor of the largest US high school girl's wrestling competition.
The deal is part of the brand’s “ongoing dedication” to support underrepresented women’s sports.