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Brand fans are invited to join the ‘Paw Squad’ between Oct. 2-8, 2025, by submitting the best photo of their own pets for a chance to win a ‘treat.’
October 6, 2025
By: Lianna Albrizio
ELF Cosmetics is strutting its double-certified cruelty-free recognition from PETA and Leaping Bunny with an Animal Intelligence campaign.
With pet owners comprising over a reported 94 million households in the US, ELF saw a parallel between its mission and furry friends serving as a source of positivity, inclusivity and accessibility.
“As a lifelong pet lover, this campaign is especially close to my heart. At ELF, 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 ELF 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.”
In the campaign, ELF sniffs out 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. Brand fans are invited to join the “Paw Squad” between Oct. 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 ELF campaign and a chance to win prizes, including Chewy.com “Paw-tastic Prize Packs.”
ELF is also extending its support of the Best Friends Animal Society, a leading national animal welfare organization dedicated to saving the lives of dogs and cats in America’s shelters, by donating $25,000.
“Our partnership with ELF Cosmetics continues to be such a joyful collaboration,” said Candi Maciel, director of corporate partnerships of Best Friends Animal Society. “Together, we’re proving that when compassion meets creativity, incredible things happen for the animals.”
Animal Intelligence launches across TikTok, Instagram and ELF Beauty Squad for one week, with future waves of pet-led content planned for later this year.
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