e.l.f. Beauty is launching its 2026 summer of soccer by presenting the 2026 NWSL Challenge Cup and activating at FootballCo’s House of GOAL in New York. The company aims to cement its position at the intersection of sport, culture, and community by engaging fans through immersive experiences during the men’s global soccer tournament and the NWSL season.

The 2026 NWSL Challenge Cup presented by e.l.f. takes place on Friday, June 26, 2026, in Columbus, Ohio. The match features the 2025 NWSL Champions, Gotham FC, against the 2025 NWSL Shield winners, Kansas City Current. Three athletes from e.l.f.’s Empowering.Legendary.Females. roster will participate: Lo’eau LaBonta for Kansas City Current, and Jaedyn Shaw and Jess Carter for Gotham FC.

e.l.f. will enhance the fan experience with the debut of the e.l.f. Match Day Carpet, a runway for players and fans. The FanZone will allow fans to write personalized notes to players, which the company will send after the game. The International Dance League (IDL), a partner of e.l.f. Cosmetics, will lead a live fan dance-along and the Match Day Dance Cam. Additionally, e.l.f. UP! on Roblox will feature an immersive soccer minigame.

Entertainment at the Challenge Cup includes a Halftime Show by singer-songwriter Amber Mark and a National Anthem performance by Latin GRAMMY Award-winning artist Joaquina. Hispanic households represent 18% of e.l.f. buying households, which is 29% higher than the cosmetics category average, and nearly 32% of all women’s soccer fans identify as Hispanic or Latino.

e.l.f. will reignite Glow For Glory, a program created with the NWSL to keep girls in sports. Rising soccer stars can showcase their skills for a chance to be selected as "Pro for the Day" and earn a dedicated experience with an NWSL club, including training and living like professional athletes.

From July 17–19, e.l.f. will expand its presence to the global stage at FootballCo’s House of GOAL in New York. The event aligns with the summer’s men’s global soccer tournament and is expected to be the most-watched sporting event in history. e.l.f. will bring its vision for soccer, beauty, culture, and community to fans from around the world.

e.l.f. Beauty has expanded its Change the Board Game initiative by launching its third National Association of Corporate Directors (NACD) cohort, welcoming 22 executives into the program. This marks the largest class to date for the initiative, which aims to double the rate at which women and people of color are added to U.S. public company boards by 2027. The company partners with NACD to leverage its Accelerate board readiness program, providing participants with governance education, networking opportunities, and resources.

Program Impact and Growth

Since its launch in 2024, the initiative has demonstrated measurable results in increasing board representation. The program has seen a significant rise in interest and successful placement of graduates into board roles.

Strategic Partnerships and Objectives

The partnership with NACD focuses on expanding access and accelerating pathways into board service for the next generation of leaders. The 2026 cohort represents a diverse group of accomplished executives from various industries preparing to contribute their expertise in corporate governance.

"Creating more inclusive boardrooms requires intentionality," said Tarang Amin, Chairman and CEO of e.l.f. Beauty. "Through Change the Board Game, we're helping exceptional leaders gain the preparation, access and networks needed to secure board opportunities. Seeing more than half of our program graduates already serving on boards reinforces what we have long believed: when talented leaders are given the opportunity, they thrive."

Mission and Future Outlook

Change the Board Game continues to advance its mission through strategic partnerships, education, visibility, and access. e.l.f. Beauty maintains that diverse perspectives at the highest levels of leadership drive stronger governance, better decision-making, and long-term business success.