E.l.f enlists Paralympic Swimmer Anastasia Pagonis in its ‘Show Your(s)e.l.f.’ campaign - Indoors Beauty

E.l.f enlists Paralympic Swimmer Anastasia Pagonis in its ‘Show Your(s)e.l.f.’ campaign

E.l.f enlists Paralympic Swimmer Anastasia Pagonis in its ‘Show Your(s)e.l.f.’ campaign

E.l.f. Cosmetics is on a mission to convey inclusivity into the sweetness sphere, which is the place its ‘Show Your(s)e.l.f.’ collection comes in. The first version spotlights the paralympic swimmer Anastasia Pagonis debunking stereotypes about blindness.

The 19-year-old gold medalist Anastasia Pagonis kicks off the ‘Show Your(s)e.l.f.’ video collection, which can proceed to showcase people countering adversity to encourage and educate.



After shedding her imaginative and prescient at 14 years previous, Pagonis turned to swimming and by 17 (in 2020) she received the Paralympic gold medal in the 400-meter freestyle, concurrently breaking her personal world document.

Now, the TikTok common has amassed a following of two.7 million followers. On the social media app, she educates watchers on residing with blindness and debunks widespread misconceptions.

Anastasia Pagonis informed WWD: “Even simply seeing us is one thing that’s so vital — interacting with folks with disabilities, folks which can be completely different — all of us have completely different tales and views.”

“People for some motive suppose that I’m not the one doing my very own make-up, or why would I put on make-up if I’m blind? I’m displaying them make-up is about a lot greater than the way in which it seems; it’s about the way it makes you are feeling and the boldness it might probably convey you.”

In addition to spotlighting Pagonis, e.l.f is donating $75,000 to an organisation of her alternative – The Hidden Opponent – a nonprofit that raises consciousness for student-athlete psychological well being. This is a part of the beauty firm’s plan to donate 2% of its prior yr earnings to drive optimistic influence in communities.

The second version of ‘Show Your(s)e.l.f.’ will debut later this yr.

In February, E.L.F. Beauty revealed a 49% improve in web gross sales to £118.5 million ($146.5 million) for the third quarter ending 31 December 2022, pushed by power in each its retailer and e-commerce channels.

The proprietor of E.L.F. Cosmetics and Keys Soulcare reported that web earnings grew to £15.4 million ($19.1 million) in opposition to £5 million ($6.2 million) final yr.

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