With its latest initiative, E.l.f. Cosmetics is seeking to further the wonder industry’s commitment to inclusivity.

The wonder brand has tapped 19-year-old Paralympic swimmer Anastasia Pagonis to kick off “Show Your(s)e.l.f.,” a video series which is able to highlight individuals countering adversity with resilience and education to enact positive change.

“Anastasia actually inspired us to begin this series — we saw her raw honesty and real positivity, and he or she resonated with us as a young woman that rises even when faced with adversity at a really young age,” said Laurie Lam, chief brand officer at E.l.f. Beauty.

Pagonis turned to swimming as an outlet after losing her vision at age 14 resulting from autoimmune retinopathy. At 17 years old, she won the Paralympic gold medal within the 400-meter freestyle on the 2020 Tokyo Paralympics, breaking her own world record with a time of 4:54.49.

She has since taken to TikTok — where she counts a following of greater than 2.6 million — to teach people on what living with blindness looks like, and debunk misconceptions about what blind people can and may’t do.

“Even just seeing us is something that’s so essential — interacting with individuals with disabilities, people who are different — all of us have different stories and perspectives,” said Pagonis, who describes herself as a longtime beauty lover.

“People for some reason think that I’m not the one doing my very own makeup, or why would I wear makeup if I’m blind. I’m showing them makeup is about so far more than the way in which it looks; it’s about the way it makes you’re feeling and the arrogance it may possibly bring you.”

As a part of the initiative, E.l.f. Cosmetics has pledged $75,000 to Hidden Opponent, a nonprofit organization that supports the mental well-being of student athletes. The brand said additionally it is exploring ways to “deepen its partnership with Pagonis in service to the broader community.”

“That is our first step to creating sure that we’re bringing more inclusivity and helping to interrupt down barriers and stereotypes that affect individuals with disabilities,” said Lam.

The following installment of “Show Your(s)e.l.f.” will debut this fall.

E.l.f. Beauty saw net sales jump 78 percent to $187.4 million within the three months ended March 31, marking the corporate’s seventeenth consecutive quarter of growth. The corporate posted $497 million in beauty sales last yr across its important brands, earning it the number 63 spot on WWD Beauty Inc’s list of the top 100 beauty manufacturers in 2022.

The corporate’s social media momentum has been equally impressive, with products akin to the Power Grip Primer and Halo Glow Liquid Filter foundation maintaining long-term virality. In January, E.l.f. Cosmetics aired its first TV business throughout the Super Bowl, directed by “The White Lotus” creator Mike White and starring Jennifer Coolidge.