e.l.f. Cosmetics and e.l.f. SKIN, brands under e.l.f. Beauty, have announced new developments in their ongoing three-year partnership with the National Women’s Soccer League (NWSL). Entering the second year of the collaboration, the companies plan to expand their efforts in 2026 to reach more players and fans while continuing to support the growth of women’s soccer. The company plans to amplify athlete voices, increase community engagement, and inspire the next generation of girls and young women through sport.
As part of the expansion, e.l.f. has signed rising soccer star Ally Sentnor of the Kansas City Current as a new brand ambassador. Sentnor, the first overall pick in the 2024 NWSL Draft and the 2024 U.S. Soccer Young Female Player of the Year, joins fellow e.l.f.-sponsored athletes Jaedyn Shaw, Jess Carter, and Lo’eau LaBonta. Each athlete will also have a charitable donation made in their name to organizations they support, including Football for Her, Mercy Street, Bishop Sullivan Center, The Prospect KC, and South Bronx United.
Sentnor commented, “Finding a brand like e.l.f. that aligns with my values of leaving the game better than I found it and helping players and fans to experience the positive impact soccer has to offer made it an easy choice in partnering up for the 2026 season.
E.l.f. Beauty Chief Integrated Marketing Officer, Patrick O’Keefe, added, “Together, e.l.f. and the NWSL are building a movement where beauty and sport intersect and every fan can see their own possibility reflected in the players both on and off the field. Soccer is uniquely powerful because it’s the most played girls’ team sport globally, which gives us the signal to continue to drive progress forward by removing barriers to entry so passionate, talented players have opportunities to reach their full potential, and fans can experience the true camaraderie that an IRL community fosters.”
The partnership is also widening its geographic reach. In 2026, e.l.f. will expand its presence to Boston and Denver, bringing its activations to all 16 NWSL markets across the United States. The move reflects the rapid rise in interest in women’s soccer, which continues to see record engagement. The 2024–2025 NWSL season generated more than 2.6 billion minutes viewed across platforms, while social media engagement surged, especially among younger fans.
To deepen its connection with fans, e.l.f. plans to introduce a range of initiatives during the upcoming season. These include expanding the “Glow For Glory” competition, partnering with the women’s soccer media platform SoccerGirl, and appearing at major league moments such as the NWSL Challenge Cup and the NWSL Championship. The company will also support the NWSL Broadcast Bootcamp to help current and former players transition into careers in sports media.
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