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On Friday, June 26, 2026, e.l.f. transforms the 2026 NWSL Challenge Cup into a full cultural event, putting fans at the center of every moment.
June 25, 2026
By: Rachel Klemovitch
Assistant Editor
e.l.f. Cosmetics and e.l.f. Skin, brands from e.l.f. Beauty announced the kickoff to the 2026 summer of soccer. Brand will be presenting immersive experiences at the 2026 NWSL Challenge Cup and at the House of Goal.
The House of Goal in New York is the most immersive global fan experience during the men’s global soccer tournament.
Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Brands, said,
“Soccer is a cultural force and e.l.f. has always been at the intersection of what our community lives and breathes. We are building fandom, telling the stories of extraordinary women who are shaping the future of this game, and creating experiences that prove beauty and sport have always belonged together. This summer is all about fandom and with a majority of U.S. soccer fans watching the women’s game – we’re meeting them where they are.”
Three athletes from e.l.f.’s Empowering.Legendary.Females. The roster will be on the field: Lo’eau LaBonta for Kansas City Current, and Jaedyn Shaw and Jess Carter representing Gotham FC.
e.l.f. will debut the Match Day Carpet, an integrated runway where players and fans alike can walk the carpet, turning VIP moments into a shared celebration of confidence, creativity, and game-day glow for everyone to enjoy.
In the FanZone, e.l.f. is creating a moment for fandom and community to come together. Fans can write personalized notes to their favorite players across the league that e.l.f. will send it to them after the game.
The IDL (International Dance League), a partner of e.l.f. Cosmetics make their NWSL debut with IDL pro dancers leading a live fan dance-along and the Match Day Dance Cam.
e.l.f. is also presenting the Halftime Show with singer-songwriter, Amber Mark, and welcoming Latin Grammy Award-winning artist, Joaquina, to perform the National Anthem and later a meet-and-greet with fans.
At the 2026 NWSL Challenge Cup, e.l.f. will also reignite Glow For Glory, a program created with the NWSL and designed to keep girls in sports and light a path to their futures.
Through Glow For Glory, rising soccer stars have the opportunity of a lifetime: showcase their best soccer skills for the chance to be selected as “Pro for the Day” and earn a dedicated experience with an NWSL club.
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