e.l.f. Beauty Takes the Field to Wrap Year One of Purpose-Fueled Partnership with The National Women’s Soccer League (NWSL)

OAKLAND, Calif.--( BUSINESS WIRE)--Following a milestone first year of a three-year partnership with the National Women’s Soccer League (NWSL), e.l.f. Cosmetics and e.l.f. SKIN, brands from e.l.f. Beauty (NYSE: ELF), are activating on the ground at the 2025 NWSL Championship presented by Google Pixel, in San Jose, California. Through immersive, fan-first activations across four days November 19 – 22, e.l.f. is bringing its community-fueled spirit to keep girls in the game and democratize access both on and off the pitch.

e.l.f. reaffirms its ongoing commitment to empowering.legendary.females. with immersive experiences at the 2025 NWSL Championship presented by Google Pixel

As the NWSL’s first official makeup and skincare partner—and Presenting Partner of the NWSL Challenge Cup through 2027—e.l.f. is investing alongside the league to meet one of the most diverse fan bases where they are and help shape the future for the next generation of gamechangers. The 2024–2025 NWSL season delivered a record 2.62 billion total minutes viewed across all platforms, the highest total in league history, and growth among women aged 18–34 was up 30% year-over-year.* This momentum signals an unprecedented growing demand for the sport.

“As we close an extraordinary year with the NWSL, we’re continuing to show up in unexpected places—with our community at the heart of every decision,” said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty. “For us, this goes far beyond game-day moments. It’s about uplifting the overlooked, amplifying the unheard, and shining a light on stories that deserve to be seen. This year, we’ve driven impact across three major fronts: elevating women’s sports on the global stage, expanding representation through purpose-led storytelling, and opening new doors for the next generation to rise. When we invest in women and girls, we’re not just supporting athletes—we’re strengthening a movement where every fan can see their own possibility reflected back at them. And we’re just getting started.”

Throughout the Championship Week, e.l.f. will bring the spirit of self-expression and empowerment to life across multiple touchpoints:

“From day one, e.l.f. has understood that the NWSL is more than a league, it’s a movement, and their presence throughout Championship Week brings that spirit to life in powerful ways,” said Matt Soloff, Senior Vice President, Partnerships & Business Development, the NWSL. “They’re helping us make the league more accessible, more joyful, and more reflective of the communities we serve.”

While the final whistle on the 2025 season is near, e.l.f. and the NWSL are just getting started. As the partnership enters year two, they will continue scaling moments that celebrate self-expression, unlock access, and build a future where every girl knows there’s a place for her in the game.

* NWSL Continues Record-Breaking Growth in 2025

About e.l.f. Cosmetics

e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.

About NWSL

The National Women’s Soccer League is the premier women’s professional soccer league in the world featuring national team players from around the globe. The clubs are Angel City FC, Bay FC, Boston Legacy FC, Chicago Stars FC, Denver Summit, Houston Dash, Kansas City Current, NJ/NY Gotham FC, North Carolina Courage, Orlando Pride, Portland Thorns FC, Racing Louisville FC, San Diego Wave FC, Seattle Reign FC, Utah Royals FC, and Washington Spirit.