Billie Jean King
At e.l.f., we see a kindred spirit in Billie Jean King and proudly stand with her to lead the conversation around equality in women's sports — and beyond.
01
changing the board game
Diversity makes e.l.f.ing cent$.
EVERY voice at the table
e.l.f. Beauty is 1 of 5 publicly listed companies (of approximately 4,000 publicly traded U.S. companies) with a board that is at least 67% women and 44% diverse, reflecting the communities we serve.
Change the Board Game is a multi-year initiative created by e.l.f. Beauty to expand corporate boards to include more voices with hopes that other companies will join us in this initiative.
Through research, advocacy and programs, we are helping to show that diverse corporate boards can lead to positive results.
02
leveling the playing field
Inclusivity isn’t a buzzword. It’s a game plan.
from the field to the finish line
At e.l.f., we’re committed to empowering.legendary.females. to advance gender equality and champion positivity, inclusivity and accessibility.
We’re here to level the playing field so everyone wins. Through game-changing partnerships — with the NWSL, Melanie Barcenas, Abby Dahlkemper, Lo’eau LaBonta and Jaedyn Shaw, the Professional Women’s Hockey League and Kendall Coyne Schofield, tennis legend Billie Jean King, professional race car driver Katherine Legge, Tottenham Hotspur Women in the U.K. and others – we're connecting with like-minded leaders to build a platform that celebrates, elevates and supports women in sports.
National Women's Soccer League
e.l.f. is the first official makeup and skincare partner of the NWSL and was named Presenting Partner of the NWSL Challenge Cup through 2027.
Tottenham Hotspur F.C.
e.l.f. Cosmetics is proud to be the official back of shirt partner – teaming up to champion the growth of women’s football on and off the field.
National Women's Soccer League
e.l.f. is the first official makeup and skincare partner of the NWSL and was named Presenting Partner of the NWSL Challenge Cup through 2027.
Tottenham Hotspur F.C.
e.l.f. Cosmetics is proud to be the official back of shirt partner – teaming up to champion the growth of women’s football on and off the field.
03
democratizing financial literacy
Because building wealth should come with cheat codes.
making money moves
e.l.f. made history as the first-ever beauty brand to launch a financial literacy game on Roblox. Fortune Island turns money lessons into play — helping the next generation learn how to earn, save and build wealth while they game.
Our CFO, Mandy Fields launched it with our community on Twitch. 100,000 viewers showed up, solidifying our concept of zero distance!
04
championing wildest dreams
We show up for the dreamers, rewriting what’s possible.
no dream too bold
"Show Yourse.l.f." is e.l.f.’s documentary series celebrating self-expression, resilience and bold disruptors with kind hearts. Launched in 2023, it spotlights extraordinary individuals — from Paralympians to activists — who redefine beauty and overcome adversity.
The newest chapter features Jess Carter, professional soccer player for NJ/NY Gotham FC and the England national team. Her story highlights the barriers she’s overcome and inspires the next generation to see no limits in sports or in life.
At its core, the series amplifies e.l.f.’s mission to democratize access – to beauty, to sports and to dreams.
empowering.legendary.females.
We’re committed to empowering. legendary. females. to advance gender equality and champion positivity, inclusivity and accessibility.
Katherine Legge
Nearly 40% of NASCAR fans are women — yet few sponsors speak to them. In 2023, we partnered with Katherine Legge, and together we continue to make power moves and break barriers for women in sports ever since.
Amanda Nguyễn
Amanda is living proof of our mantra: Anything is e.l.f.ing possible. From passing bills on Earth to conducting science in zero gravity, she's expanding what's possible for others — always with a bold red lip and even bolder purpose.
e.l.f. x Sunnie
e.l.f. partnered with Hello Sunshine to make the future brighter – with young women leading the way. e.l.f. announced its foundational partnership in the launch of Sunnie, a first-of-its kind media, experiential and lifestyle brand created to support, inspire and champion the next generation of women as a full ecosystem and community.
🌱 ENVIRONMENT & SUSTAINABILITY
for every step toward a better future
From sourcing responsibly to lowering emissions and optimizing packaging, we see impact as a journey — not a destination.