Key Takeaways:
Beauty and sports are no strangers to collaborations. From Angel Reese working as a brand ambassador for Mielle to Charlotte Tilbury sponsoring the F1 Academy, beauty and sports have a history. The latest move in this cross-industry collaboration features an expansion of the partnership between e.l.f. Beauty and the National Women's Soccer League (NWSL). E.l.f. Cosmetics, a subsidiary of e.l.f. Beauty, signed four robust athletes from the NWSL, yet another step towards furthering women’s empowerment both on and off the pitch.
Earlier this year, e.l.f Beauty became the first official makeup and skincare partner of the NWSL and was named Presenting Partner of the NWSL Challenge Cup through 2027. The brand aims to level the playing field for over 400 women who are shaping professional women’s soccer for the better in the US. That isn’t its only goal; e.l.f. aims to provide the next generation with role models who will push their ambitions. Melanie Barcenas, Abby Dahlkemper, Lo’eau LaBonta, and Jaedyn Shaw are the newest players to join e.l.f.'s roster of players.
“Melanie, Abby, Lo’eau, and Jaedyn are each powerhouse athletes—bold, fearless, and unapologetically themselves. Their stories reflect the kind of grit, grace, and glow that define today’s rising legends,” said Patrick O’Keefe, Chief Integrated Marketing Officer of e.l.f. Beauty, in a press release.
These players embody e.l.f.’s mission to highlight hidden voices and inspire the next generation of girls through unwavering positivity, inclusivity, and accessibility. “They’re not just shaking up the game—they’re rewriting the rules of what it means to lead, to inspire, and to be legendary,” O’Keefe told the press.
The Team of Empowered.Legendary.Females.
Barcenas made history at only 15 years old, becoming the youngest player to sign with the NWSL. Now, at 17 years old, she plays as a forward for San Diego Wave FC and represents the U.S. U-17 Women’s Youth National Team. She continues to maintain a balance between school and being a professional soccer player.
“Balancing school, soccer, and being a teenager isn’t easy, but e.l.f. reminds me to have fun with it. They’re all about breaking boundaries, owning your journey, and showing up exactly as you are—and that’s what I want to represent,” said Barcenas.
Dahlkemper is a three-time NWSL champion and World Cup winner and a center back for Bay FC. After a rather severe back injury forced her to sit out, Dahlkemper made an astonishing return to the pitch.
“I’m so excited to partner with e.l.f. because they’re all about confidence—in the wins and in the tough moments. That really speaks to me. Some of the biggest lessons in my career have come through setbacks, and e.l.f. shows up for women wherever they are on that journey,” said Dahlkemper.
LaBonta, who was previously waived early on in her career, worked hard to prove herself as an invaluable player. Her hard work paid off as she became a key midfielder and captain of Kansas City Current, which earned her her first USWNT call-up in May 2025.
“My story’s had twists and turns, but it’s mine. I’m thrilled to team up with e.l.f. because they see the beauty in the entire journey; they celebrate the grind, the hustle, the comeback. I can’t wait to use this partnership with e.l.f. to inspire the next generation of soccer fans,” said LaBonta.
Shaw, a forward for the North Carolina Courage and an emerging talent on the U.S. Women’s National Team, captured Olympic gold in 2024 before turning 20.
“Partnering with e.l.f. means I get to represent all of who I am—Vietnamese, Black, athlete, creative. I want girls to see that you don’t have to choose one version of yourself. Confidence comes from being your full self, and that’s what e.l.f. is all about,” said Shaw.
The four players are set to partner with e.l.f. through the remainder of 2025, via editorial content, public appearances, interviews, social media, and exclusive campaigns that span across e.l.f platforms.
Through e.l.f’s partnership with the NWSL and as the Presenting Partner of the Challenge Cup through 2027, the brand holds events like San Diego Wave’s “Pups at the Pitch” and an upcoming Kansas City Current match. Through fan-first experiences, the brand champions women breaking barriers in sports, aligning with its mission to be a bold yet kind disruptor.
Beyond soccer, e.l.f. supports trailblazers across athletics, from the Billie Jean King Cup to Paralympic swimmer Anastasia Pagonis, furthering the brand’s mission to access and opportunity for all.
