e.l.f Beauty is making waves—not just in the pool, but in the beauty and marketing industries, too. The cult favorite cosmetic and skincare brand has joined forces with world champion blind swimmer Anastasia “Tas” Pagonis to help make beauty more accessible for the blind and low-vision community.

Together they’ve announced the brand-new “Beauty For Every Eye” bundle. A limited-edition kit that is packed with three of Tas’ favorite e.l.f. products: Big Mood Waterproof Mascara, Glossy Lip Stain in Power Mauves and Suntouchable Whoa Glow SPF 30 in Sunbeam. Key items for a swimmer who likes to keep a beat face in and out of the water but that is not what makes the collection truly unique.

The beauty of this collection (pun intended) is that each product comes with a QR code that links to audio recordings. These provide descriptions, details on the finish and application tips.

This creative adaptation of QR technology represents a big step toward making beauty products—and potentially, other items—more user-friendly for those with visual impairments. By focusing on inclusivity, the brand has created a solution that can be replicated by marketers across the industry to make their products more accessible, engaging and practical for everyone.

It’s a reminder that when brands think outside the box—or in this case, outside the compact—they can create innovations that not only enhance the user experience but also set new standards for inclusivity in the industry.

Pagonis, who’s all about breaking barriers, says this partnership was a dream come true. “Together, we’re making strides to ensure the beauty industry is welcoming and empowering for people of all abilities.”

This isn’t the first time the brand has tapped the champion swimmer. They first linked up in 2023 for e.l.f.’s inspiring “Show Your(s)e.l.f.” documentary series. Pagonis was one of the featured disruptors, sharing her story and showing that beauty comes in all forms.

The brand is no stranger to working with legends on beauty inclusivity, having served facts with a living icon back in May of this year.

According to Kory Marchisotto, e.l.f. Beauty’s chief marketing officer, this collaboration is part of a bigger brand mission:

“Tas demonstrates the beautiful magic that happens when people embrace who they are, defy labels, and see barriers as stepping stones. She redefines limitless.”

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