when your life becomes disgustingly attractive to the masses the brands start fighting to be a part of it

when your life becomes disgustingly attractive to the masses the brands start fighting to be a part of it. This is episode 2 of behind the brief. Today we're looking at Malak Nasir and her collab with Elf Cosmetics. Malak's a creator that's carved out a very specific lane, fitness, beauty and running culture and she's not just doing it for aesthetics she really lives it. She was the fastest female at the Gunna Run Club, has her own 10K series and before the Elf deal it even happened she'd already done a marathon proof makeup video so she basically handed them the brief herself. But what are Elf actually getting out of this? Well Malak's audience are all like minded people with an interest in beauty and or fitness. By having a familiar face to demonstrate how easy it is to use their SPF stick on a long run like the Hackney Half, Elf get to show their product working in real time. The timing of the collab couldn't be better either. Summer's quite literally here, people have already started jetting off and this is when SPF sales are at their highest. So this is one of those deals that made sense from every angle. Elf got to showcase the everyday use of their SPF stick and Malak got to work with a brand she already loves. And that's what happens when your content does the pitching for you.