The (G)low Down
e.l.f. Cosmetics announces a major motorsports partnership activation with professional race car driver Katherine Legge as she attempts “The Double,” becoming the first woman to compete in both the Indianapolis 500 and Coca-Cola 600 on the same day.
Through its empowering.legendary.females. platform and “eyes.lips.fuel.” campaign, e.l.f. is using beauty, gaming, livestreaming and experiential fan engagement to increase visibility and representation for women in motorsports.
The campaign extends beyond race day through immersive fan experiences at the track, Twitch livestreaming, Snapchat AR Lenses and Roblox integrations across e.l.f. UP! and Glow Up!, reinforcing e.l.f.’s Zero Distance approach to community engagement and culture-led brand building.
e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), a bold disruptor with a kind heart, is fueling history as professional race car driver Katherine Legge attempts to complete “The Double,” racing in both the Indianapolis 500 (Indy 500) and Coca-Cola 600 on the same day: Sunday, May 24, 2026.
Legge will become the first woman ever to attempt “The Double,” one of the rarest feats in motorsports. Across 1,100 miles in a single day, drivers must rapidly adapt between two entirely different racing disciplines, vehicles and physical demands. Only five drivers in history have attempted it and just one has completed it.
As Legge’s primary partner across both races, e.l.f. is showing up in full force on the track and alongside its community every mile of the way.
This marks the fourth year of partnership between e.l.f. and Legge, rooted in a shared belief that when women are given access to spaces traditionally closed to them, anything is e.l.f.ing possible. e.l.f. is continuing to invest in visibility, representation and opportunities that help women move from the sidelines to the starting line.
What drives e.l.f.? The stats*:
Women receive just 1% of all sport sponsorships
Women account for only 4% of drivers on tracks
Women are 2x more likely to feel forced out of racing within the first five years
“At e.l.f., we believe culture moves forward when more women are given the opportunity to own their stories, break barriers and redefine what is possible,” said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty. “Katherine attempting ‘The Double’ is a reflection of what empowering.legendary.females. looks like in action – backing women who push boundaries and inspire the next generation to dream even bigger. Together, we are building experiences that invite our community into that journey and remind every eye, lip and face that the road opens wider when women are in the driver’s seat.”
Legge will compete in the Indianapolis 500 before immediately traveling to Charlotte Motor Speedway to be on the starting line at the Coca-Cola 600 later that evening.
“Very few drivers ever get the opportunity to attempt ‘The Double,’ and I do not take that opportunity lightly,” said Legge. “This challenge is about pushing through perceived limits, betting on yourse.l.f., taking risks and trying to do something unique. I am so incredibly grateful to e.l.f. for believing in what this moment represents and for building a community around it.”
As part of its “eyes.lips.fuel.” activation, inspired by e.l.f.'s Glow Reviver Lip Oil Stick, e.l.f. will transform the Fan Zone at both Indy 500 and Coca-Cola 600 into an immersive experience designed to bring fans into the action both on and off the track. Fans can explore a storytelling wall chronicling Legge's barrier-breaking journey, send her well wishes before she takes to the track, race through e.l.f. UP! on Roblox and bedazzle limited edition e.l.f. merch. Since no fan should face race day unprotected, e.l.f. SKIN will be on-site with complimentary SPF for every eye, lip, and face in the crowd.
For fans unable to attend in person, e.l.f. is democratizing access to race weekend far beyond the track through immersive digital experiences.
On Snap, e.l.f. will launch three custom Lenses, including two gamified racing experiences inspired by Legge’s Indy 500 and Coca-Cola 600 cars alongside an interactive Lens allowing fans to virtually try on her fire suit.
Inside e.l.f.UP! on Roblox, players can race vehicles inspired by Legge’s attempt at “The Double,” while Glow Up!, e.l.f.’s social beauty experience, will introduce a new aspirational race car driver character inspired by Legge’s journey.
e.l.f. will also bring the community directly into the action through live coverage on Twitch via the elfyou channel, offering real-time access to both race weekends through IRL livestreaming from Indianapolis and Charlotte.
eyes.lips.fuel. is a reflection of e.l.f.’s long-standing commitment to empowering.legendary.females. and backing women like Billie Jean King, Kendall Coyne Schofield, Ally Sentnor, Jaedyn Shaw, Jess Carter, Lo'eau LaBonta and Flau’jae Johnson, who are reshaping industries where representation has historically lagged behind. As sports culture continues to evolve, e.l.f. sees motorsports and women’s sports at large as an opportunity to help drive greater visibility, participation and belonging for women both on and off the track, proving that access changes outcomes and representation fuels possibility.
Indy 500 will air Sunday, May 24 on FOX, followed by the Coca-Cola 600 later that evening on Amazon Prime Video.
*Sources: BBN, Autoweek, More Than Equal
