e.l.f. is proud to return for its second year in support of the Billie Jean King Cup by Gainbridge (BJKC) — the world's largest annual international team competition in women's sports and the only global sporting event named after a woman.
As the exclusive skin and cosmetic partner of the tournament, e.l.f. continues to use its platform to champion positivity, inclusivity and accessibility for women in sports and beyond. This multi-year global partnership is rooted in a shared commitment: democratizing access — to playing fields and to dreams.
The 2025 Billie Jean King Cup kicks off today, September 16, in Shenzhen, China, and runs through September 21, bringing together the world’s top women’s tennis players for a global celebration of competition, community, and change-making.
"We’re thrilled to return for our second year championing the Billie Jean King Cup," said Patrick O’Keefe, Chief Integrated Marketing Communications Officer at e.l.f. Beauty. "Billie Jean King’s fearless fight for equality and her determination to break barriers have paved the way for generations of women leaders—on and off the court. Her legacy isn’t just about tennis; it’s about changing what’s possible. That mission to democratize access resonates deeply with us at e.l.f., and we’re proud to stand shoulder-to-shoulder with Billie Jean King and the remarkable BJKC athletes as we continue shaping a future where every girl sees herself as a game-changer."
As part of the partnership, e.l.f. proudly presents the BJKC's new digital series, "On Her Shoulders", which shines a powerful spotlight on the incredible women shaping the Cup’s past, present and future.
"We're delighted to welcome e.l.f. back for another year at the Billie Jean King Cup. Together, we're not just celebrating athletic excellence—we're building a platform that empowers women to break barriers and redefine what's possible," said Ilana Kloss, Chair of Billie Jean King Cup Ltd.
And in June 2025, e.l.f. returned as the presenting partner of the second annual Power of Women's Sports Summit in London.
Supporting women who are breaking barriers and redefining what's possible brings to life e.l.f.'s vision to be a different kind of beauty company that is a bold disruptor with a kind heart. e.l.f. also supports the NWSL, Melanie Barcenas, Abby Dahlkemper, Lo'eau LaBonta, and Jaedyn Shaw, the Professional Women's Hockey League and Kendall Coyne Schofield, professional race car driver Katherine Legge, and others to build a platform that celebrates, elevates, and supports women in sports.