Can e.l.f. Cosmetics Drive New Interest in Its Product via Partnerships in Women’s Sports?

It’s no secret that e.l.f. Cosmetics has made a name for itself amid an extremely crowded beauty category, offering everything from mascara, eyeliner, and lipstick to moisturizer and skincare serum — as well as all of the brushes and tools needed.

Now, as part of a seemingly strong commitment to attract the attention of the next generation of women, e.l.f. is expanding its product partnerships in the realm of women’s sports, as Forbes detailed.

Most recently, e.l.f. has added Olympic gold medalist and Minnesota Frost star Kendall Coyne Schofield to its lineup of sponsored athletes, a list that also includes race car driver Katherine Legge and Paralympic swimmer Anastasia Pagonis.

“I think like me, e.l.f. is committed to inspiring confidence in women and empowering them to break barriers. I’m proud to bring that shared value to the PWHL community and fans,” Coyne Schofield said.

“While e.l.f. Cosmetics has always stood for ‘eyes. lips. face.’, the brand is embracing a refreshed meaning: ’empowered. legendary. females.,’ Forbes contributor Caroline Fitzgerald wrote.

In conjunction with e.l.f., Coyne Schofield recently hosted a group of young players at a Minnesota Frost game, providing a rare chance to experience pro women’s hockey.

“Empowering women is core to e.l.f.’s purpose, and they are consistent in showing up for women in spaces others don’t,” Coyne Schofield said. “They said, ‘Hey, we want to be a part of this. We want to represent the voice that’s been underrepresented for so long — and that’s been women’s hockey.’”

At the core of the issue, for Coyne Schofield and e.l.f. alike? Authenticity backing a brand’s claims.

“Being authentic will help brands be successful when they are marketing in places where women are vastly underrepresented — like women’s sports,” said Coyne Schofield.

e.l.f. Backed National Women’s Soccer League Earlier This Year

For its part, e.l.f. has been ramping up efforts to move its brand into women’s sports in a serious way, announcing a multi-year sponsorship program via the National Women’s Soccer League (NWSL) in March of this year.

“Of the few women who make it to C-Suite, 94% of them played sports. Access to sports provides leadership and life lessons needed later in life. The next generation can only dream bigger and reach higher if they have a firm starting point. Our partnership with the National Women’s Soccer League (NWSL) is that gateway to opportunities,” said Kory Marchisotto, CMO for e.l.f. Beauty.

e.l.f. partnered with Billie Jean King Enterprises as well as FootballCo in negotiations leading to this partnership.

Interest in Women’s Sports Growing at a Rapid Pace

e.l.f. may be wise to place itself at a central point in the story of women’s sports more broadly. According to a 2023 Nielsen report, “interest in women’s sports is growing at a meteoric pace.” The audience measurement firm gestured toward that year’s NCAA women’s final between Iowa and LSU — an event that drew an audience of 10 million viewers, up 103% versus the year prior.

Further, a 2025 Deloitte report suggested that the business of women’s sports could be considered an “exponential growth story,” with total revenues surging from $692 million in 2022 to $1.88 billion in 2024, with an even greater figure of $2.35 billion projected for 2025.

“Women’s sports are growing by rewriting the playbook and doing things differently. The focus now moves beyond demonstrating potential to helping build a lasting legacy of success by delivering unique and tailored experiences,” the report stated.