Beauty Launches

E.l.f. Cosmetics Introduces Animal Intelligence Campaign

Celebrating the joy and emotional intelligence of pets, this campaign emphasizes the brand’s commitment to cruelty-free products.

October 3, 2025

By: Rachel Klemovitch

Assistant Editor

E.l.f. Cosmetics launched 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.

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.

Patrick O’Keefe, Chief Integrated Marketing Officer of e.l.f. Beauty, said,

“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. 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.”

With universal appeal to every eye, lip, and face, e.l.f. Cosmetics are vegan and double-certified cruelty-free by both PETA and Leaping Bunny.

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 the upcoming e.l.f. campaign and a chance to win prizes, including Chewy.com “Paw-tastic Prize Packs.”

To further celebrate the furry-friend fun, e.l.f. is extending its support by donating $25,000 to the Best Friends Animal Society, a leading national animal welfare organization dedicated to saving the lives of dogs and cats in America’s shelters.

Animal Intelligence launches across TikTok, Instagram, and e.l.f. Beauty Squad for one week, with future waves of pet-led content planned for later this year.

The campaign was developed in consultation with eGEN, a global immersive consultancy that helps brands engage next-gen audiences through culture, community, and technology.