e.l.f. Cosmetics announced on June 10, 2025, new partnerships with two National Women’s Soccer League (NWSL) clubs: San Diego Wave FC and Kansas City Current. This builds on e.l.f.'s multi-year engagement as the official makeup and skincare partner of the NWSL.
The collaborations will feature immersive, fan-first experiences designed to bring beauty, sport, and community together. For instance, e.l.f. will be a Presenting Sponsor for the Wave FC's 'Pups at the Pitch' match on June 22, 2025, highlighting its cruelty-free values.
These partnerships aim to empower women in sports and inspire the next generation of athletes, aligning with e.l.f.'s mission to challenge norms and support underrepresented communities. On-site activations, including an 'e.l.f. Training Center,' will be featured at matches.
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