e.l.f. Cosmetics teamed up with Dr. Catherine S. Ramirez, Professor & Chair, Latin American & Latino Studies (LALS), UC Santa Cruz, to celebrate the legacy of the powerful pachuca culture of the 1940s—an inspiration for e.l.f.’s 2023 music video, “ojos. labios.cara” featuring Manuel Turizo. This vibrant movement, known for its bold fashion and unapologetic self-expression through beauty, highlights the importance of cultural pride and identity.

In a series of video interviews, Dr. Ramirez shares insights on how beauty is a tool for empowering self-esteem. "Some people think that makeup is very superficial, that it’s only skin deep. But makeup is a tool, it’s a tool for facing the world," she explains. This belief resonates with a community historically left out of conversations about beauty and style in the United States. By shining a spotlight on these strong women who disrupted norms- we honor a historical period that resonates deeply with e.l.f. 's ongoing commitment to self-expression and inclusion for all.

LALS’s mission emphasizes critical thinking and activist research, encouraging students to tackle injustices affecting Latin American and Latina/o communities. As noted by Dr. Ramirez, a leading faculty member, the program equips students with the skills needed to confront pressing societal issues through community-engaged research.

In an effort to support this meaningful work, e.l.f. is proudly donating to UCSC’s Latin American and Latino Studies Department to keep supporting the next generation of leaders. As a federally designated Hispanic-Serving Institution, UC Santa Cruz is home to a diverse student body, with over 90% of LALS majors identifying as Latinx, the majority of whom are women.

We will be donating to LALS to support hardworking students, particularly those researching Latino fashion, style, and culture. With 84% of LALS undergraduate majors being first-generation college students, this support is crucial for fostering a rich educational environment that empowers the next generation of leaders. Leading by example, Dr. Ramirez, a first-generation college student who is now a full professor at UCSC, emphasizes, “College isn’t a terminus. Rather, it’s one step in what, for many, is a long journey of learning and growing.”

We invite you to watch our “ojos. labios. cara” music video and explore the impactful work being done at UC Santa Cruz’s LALS program. Together, let’s continue to build meaningful connections with our community and democratize access for every eye, lip and face.