Animal Intelligence

e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), launched today a clever campaign that gives a whole new meaning to AI: Animal Intelligence. The words of wisdom fueling this content come from some of the smartest sources on the planet, our beloved pets.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251002412237/en/

e.l.f. Cosmetics launched a clever campaign that gives a whole new meaning to AI: Animal Intelligence. Featuring beloved social sensations Luna the Mini Cockapoo, Venus the Two-Faced Cat and Blue Planet Pets, e.l.f. looks to celebrate the joy, emotional intelligence and individuality pets bring to our lives.

With universal appeal to every eye, lip and face, e.l.f. Cosmetics is vegan and double-certified cruelty free by both PETA and Leaping Bunny – with premium quality and extraordinary prices. With over 94 million households in the U.S. owning pets,* furry friends are a source of positivity, inclusivity and accessibility for so many in the e.l.f. community.

At the heart of this campaign is a collective love for animals. e.l.f. looks to celebrate the joy, emotional intelligence and individuality pets bring to our lives. The campaign features beloved social sensations Luna the Mini Cockapoo, Venus the Two-Faced Cat and Blue Planet Pets. Fans are invited to join the “Paw Squad” between October 2-8, 2025, by submitting the best photo of their own pets for a chance to win a “treat.” Participating community members have a chance to be featured in upcoming e.l.f. campaign and a chance to win prizes, including Chewy.com “Paw-tastic Prize Packs.” Visit here to enter and find more information about the sweepstakes, including the official rules.

“As a lifelong pet lover, this campaign is especially close to my heart. At e.l.f., we know how deeply our community values our products being vegan and cruelty-free. These superpowers are part of who we are and what we stand for,” said Patrick O’Keefe, Chief Integrated Marketing Officer of e.l.f. Beauty. “With this launch, we wanted to surprise and delight the community while emphasizing our shared passion for pets. By reframing AI as Animal Intelligence, we’re showing up with purpose, fun and positivity.”