Business Wire·May 13, 2026, 12:01 AM ET

e.l.f. Cosmetics Rewrites the Rules of the Road with Katherine Legge as She Attempts "The Double"

e.l.f. Cosmetics is supporting professional race car driver Katherine Legge as she attempts "The Double" on May 24, 2026, becoming the first woman to compete in both the Indianapolis 500 & Coca-Cola 600 on the same day.
The feat involves covering 1,100 miles across two distinct racing disciplines & vehicles, a challenge attempted by only five drivers in history with just one completion.
This marks the fourth year of partnership between e.l.f. & Legge, aimed at increasing female visibility in motorsports where women receive 1% of sponsorships & account for only 4% of drivers.
Legge will race at Indianapolis 500 before traveling immediately to Charlotte Motor Speedway for the Coca-Cola 600, with the Indy 500 airing on FOX & the Coca-Cola 600 on Amazon Prime Video.
The "eyes.lips.fuel." activation includes immersive Fan Zones at both tracks featuring storytelling walls, Roblox racing games, & complimentary SPF products from e.l.f. SKIN.
Digital engagement is facilitated via Snap Lenses for virtual try-ons, Roblox experiences, & real-time Twitch livestreams from both race locations.
Patrick O'Keefe, Chief Integrated Marketing Officer of e.l.f. Beauty, stated the partnership reflects the brand's commitment to empowering women to break barriers & redefine possibilities.
The initiative highlights statistics showing women are twice as likely to be forced out of racing within their first five years, reinforcing e.l.f.'s goal to move women from the sidelines to the starting line.