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e.l.f. Celebrates Fandom During the Summer of Soccer at the 2026 NWSL Challenge Cup

  • e.l.f. Cosmetics & e.l.f. SKIN announced the kickoff to the 2026 summer of soccer by presenting the NWSL Challenge Cup & hosting an immersive experience at House of GOAL in New York.
  • The brand aims to cement its position at the intersection of sport, culture, & community while expanding visibility for women's soccer through its NWSL partnership.
  • e.l.f. highlights data showing over half of U.S. females over 13 are sports fans, 63% of soccer fans watch women's soccer, & 78% of women's soccer fans trust female athletes.
  • The 2026 NWSL Challenge Cup presented by e.l.f. takes place on June 26, 2026, in Columbus, Ohio, featuring Gotham FC vs. Kansas City Current.
  • Three athletes from e.l.f.'s Empowering.Legendary.Females roster will participate: Lo'eau LaBonta, Jaedyn Shaw, & Jess Carter.
  • New initiatives include the e.l.f. Match Day Carpet, a FanZone for personalized player notes, IDL live dance-alongs, & the e.l.f. UP! Roblox minigame.
  • The halftime show features Amber Mark, with Latin GRAMMY winner Joaquina performing the National Anthem & hosting a fan meet-and-greet.
  • e.l.f. reignites the Glow For Glory program to help rising female soccer stars gain "Pro for the Day" opportunities & training experiences with NWSL clubs.
  • From July 17–19, e.l.f. will expand to the global stage at FootballCo's House of GOAL in New York during the men's global soccer tournament.
  • e.l.f. Beauty operates under the mission to provide accessible, premium-quality, vegan, cruelty-free, & Fair Trade Certified beauty products.