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 bring inclusivity into the beauty sphere, which is where its ‘Show Your(s)e.l.f.’ series comes in. The first edition 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 series, which will continue to showcase individuals countering adversity to inspire and educate.
After losing her vision at 14 years old, Pagonis turned to swimming and by 17 (in 2020) she won the Paralympic gold medal in the 400-meter freestyle, simultaneously breaking her own world record.
Now, the TikTok regular has amassed a following of 2.7 million fans. On the social media app, she educates watchers on living with blindness and debunks common misconceptions.
Anastasia Pagonis told WWD: "Even just seeing us is something that is so important — interacting with people with disabilities, people that are different — we all have different stories and perspectives."
"People for some reason think that I’m not the one doing my own makeup, or why would I wear makeup if I’m blind? I’m showing them makeup is about so much more than the way it looks; it’s about how it makes you feel and the confidence it can bring you."
In addition to spotlighting Pagonis, e.l.f is donating $75,000 to an organisation of her choice - The Hidden Opponent - a nonprofit that raises awareness for student-athlete mental health. This is part of the cosmetic company's plan to donate 2% of its prior year profits to drive positive impact in communities.
The second edition of 'Show Your(s)e.l.f.' will debut later this year.
The owner of E.L.F. Cosmetics and Keys Soulcare reported that net income grew to £15.4 million ($19.1 million) against £5 million ($6.2 million) last year.
