e.l.f. Cosmetics is commitment to Empower.Legendary.Females. by teaming up with not one but two standout National Women’s Soccer League clubs—San Diego Wave FC and Kansas City Current—through immersive, fan-first experiences that bring beauty, sport and community together. 

Building on the brand's multi-year engagement with the National Women’s Soccer League, e.l.f. Cosmetics is teaming up with the San Diego Wave FC and Kansas City Current through immersive, fan-first experiences that bring beauty, sport and community together. 

Earlier this year, e.l.f. became the first official makeup and skincare partner of the NWSL and was named Presenting Partner of the NWSL Challenge Cup through 2027. 

“As a brand, we don’t just show up—we show up with purpose,” said Patrick O’Keefe, Chief Integrated Marketing Communications Officer at e.l.f. Beauty. “Soccer in the U.S. is experiencing incredible growth, reflecting both its global popularity and cultural relevance. We’re leaning in to help level the playing field and change the game for women in the sport. Teaming up with San Diego Wave and Kansas City Current   for these fan-first moments—and through our partnership with the NWSL—is about more than visibility; it’s about creating meaningful impact. From the players on the field to the fans in the stands, we’re here to Empower. Legendary. Females. and inspire the next generation to dream bigger, play harder, and always show up as their bold, authentic selves.” 

In San Diego, e.l.f. joined Wave FC as a Presenting Sponsor on June 22, 2025, at the Club’s Pups at the Pitch match. As part of the match, Wave FC is partnering with The Animal Pad, a local dog rescue, to feature adoptable pups in-venue, including a photo moment as Wave FC players arrive to Snapdragon Stadium. Alongside the Club, e.l.f. will help shine a light on the rescue dogs — bringing to life its purpose to stand with every eye, lip, face and paw as a cruelty-free brand. Fans will have the opportunity to adopt the dogs at the match. 

“We’re thrilled to team up with e.l.f. Cosmetics for Wave’s first-ever Pups at the Pitch match and to officially kick-off their larger NWSL partnership here in San Diego. This fun and inclusive event celebrates the unique bond between our fans and their furry friends—something that aligns perfectly with e.l.f.’s bold, joyful spirit. Together, we’re bringing a fresh, feel-good energy to Snapdragon Stadium and creating unforgettable matchday moments for our Wave community,” said Alyssa Haynes, San Diego Wave FC Senior Director of Corporate Partnerships. 

On August 16, 2025, e.l.f. headed to Kansas City Stadium as the KC Currents take on Orlando Pride. 

“Ahead of our August 16th match against Orlando Pride, e.l.f. partnered with the Kansas City Current to create a one-of-a-kind activation at CPKC Stadium, the first stadium in the world purpose-built for a women’s professional sports team,” said Kansas City Current SVP of Commercial Missy Jenkins. “We are excited to partner with an industry-leading brand that raises the bar for fans and the community. This opportunity will amplify our fan experience ahead of a great matchup on the pitch.” 

Both matches featured experiential, on-site activations designed to celebrate fandom and inspire the next generation of players. The e.l.f. Training Center invited the community to test their soccer skills, recharge in a glow-up recovery area, and envision their future se.l.f. as a soccer star through a photo experience and custom trading cards. A storytelling wall will highlight iconic female soccer legends, and the events will be livestreamed on e.l.f. You!, the brand’s Twitch channel. 

e.l.f. continues to show up in unexpected places to support women who are breaking barriers and redefining what’s possible. A bold voice for women’s empowerment, e.l.f. also supports the Billie Jean King Cup, Kendall Coyne Schofield and the National Women’s Hockey League, professional race car driver Katherine Legge, Paralympic swimmer Anastasia Pagonis and the Wonder Women of Wrestling Varsity Tournament, among other initiatives that democratize access for all on the playing fields.