Women Taking Space
X
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When a rare partnership opportunity with NASA emerged, e.l.f. sought to create a cultural moment that could connect the brand’s ethos of empowerment and inclusivity with one of the most inspiring institutions in the world. The challenge was to find a meaningful way to bridge beauty, self-expression, and space exploration.
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Beauty isn’t only about how you look — it’s about where you can go. For Gen Z in particular, space exploration represents possibility, science, and inspiration. By highlighting the women scientists behind NASA’s Europa Clipper mission, e.l.f. could show that “taking up space” has both a literal and cultural meaning: women deserve visibility and recognition in every field.
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The creative platform “Women Taking Space” celebrated the women powering NASA’s missions. Through a content series, e.l.f. turned the spotlight on their stories, tying back to the brand’s belief that beauty is about confidence and breaking boundaries. The hero content ranked in the top 10% of e.l.f.’s Instagram Reels of all time and generated deep engagement across platforms.
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Top 10% performing IG Reel in e.l.f. history
Significant positive response from NASA leadership, sparking interest in future collaborations around Artemis II
Expanded perception of e.l.f. as a cultural brand, not just a beauty brand
(created while working at Madwell as Group Comms Strategy Director)
