e.l.f. Beauty Brings Soccer, Music and Beauty Together for 2026
e.l.f. Beauty is marking the summer of soccer by taking center stage at the 2026 NWSL Challenge Cup, a tournament that will showcase the talent of athletes from the company's Empowering.Legendary.Females roster. The brand is also joining House of GOAL, a global fan experience that will transform New York into a hub of soccer culture, music, and visual art.
Beyond the tournament, e.l.f. is using the platform to expand visibility for women's soccer and to elevate the players who inspire a new generation. The company is creating immersive experiences that weave together sports, culture, music and beauty, turning a simple matchday into a multisensory celebration.
The halftime show will feature singer‑songwriter Amber Mark, while Latin GRAMMY Award‑winning artist Joaquina will deliver the National Anthem. Both performances underscore e.l.f.'s deep connection to the Hispanic community, where 18 % of its buying households identify as Hispanic and nearly 32 % of all women's soccer fans across the country are Hispanic or Latino.
Central to the campaign is the revitalized Glow For Glory program, which aims to keep girls engaged in sports and to open pathways for the next wave of talent. By linking beauty, sport and community, e.l.f. is positioning itself as a catalyst for cultural moments that resonate far beyond the pitch.