E.L.F. Cosmetics Expands Horizons
In a bold step into the realm of sports sponsorship, E.L.F. Cosmetics has secured its position as the first beauty brand to partner with the largest high school girls’ wrestling tournament in the United States.
The Wonder Women of Wrestling Varsity Tournament took place on January 3 and 4, 2025, showcasing the talents of 700 wrestlers from 83 teams, bringing together an enthusiastic audience of approximately 3,000 spectators.
Empowering Female Athletes
This partnership aims to reshape perceptions of female athletes, challenging outdated stereotypes while fostering community engagement through innovative initiatives.
Patrick O’Keefe, the Chief Integrated Marketing Officer at e.l.f. Beauty, expressed his admiration for the incredible performances witnessed during the tournament, noting that the young competitors showcased skill and tenacity on par with elite athletes—qualities that truly deserve recognition.
Commitment to Community and Education
O’Keefe highlighted the determination and bravery exhibited by the wrestlers, which perfectly aligns with e.l.f.’s mission to be compassionate disruptors in the beauty industry.
In line with their commitment to education, the brand is also giving back to the wrestling community by offering nine scholarships to senior wrestlers through an essay contest facilitated by the Wonder Women of Wrestling Foundation.
Mike Wakim Jr., the President of the Wonder Women of Wrestling Foundation and the tournament’s founder, shared his enthusiasm about e.l.f.’s involvement.
He believes their participation not only elevates the tournament’s visibility but also reinforces the foundation’s mission of empowering young female athletes both inside and outside the wrestling arena.
Demonstrating unwavering support for underrepresented women’s sports, E.L.F. Cosmetics aims to inspire a new generation of aspiring athletes.
The brand’s commitment to promoting women in athletic competition is well-established, having previously backed events such as the Billie Jean King Cup and the Professional Women’s Hockey League, in addition to sponsoring Indy 500 driver Katherine Legge.
Source: Cosmeticsbusiness