e.l.f. Cosmetics and Katherine Legge Rev Up NASCAR for Female Empowerment

In a dynamic collaboration that echoes empowerment and inclusivity, e.l.f. Cosmetics has renewed its partnership with professional race car driver Katherine Legge as they embark on a mission to "Empower.Legendary.Females." This marks the third consecutive year of their collaboration, which aims to amplify the visibility of women in the highly competitive world of NASCAR.

Katherine Legge stands as a trailblazer in motorsport, currently the only female driver competing in both the NASCAR Xfinity Series and the NASCAR Cup Series. Her presence is particularly significant as she recently became the first woman since Danica Patrick in 2018 to start a NASCAR Cup Series race.

NASCAR is recognized as the most popular motorsport in the United States, and recent statistics indicate a surge in its engaged audience. Notably, new fans are reportedly twice as likely to be younger and 60% more likely to be diverse compared to previous years. This evolving demographic presents a unique opportunity for sponsors like e.l.f. Cosmetics to connect with a broader, more diverse audience.

Legge and e.l.f. plan to showcase their collaboration through a series of races, with Legge driving an e.l.f.-sponsored car in at least seven events this year. Upcoming highlights include the NASCAR Xfinity Series races on April 19 in Rockingham, North Carolina, and the Coca-Cola 600 weekend in Charlotte on May 24.

Legge will make her much-anticipated return to the NASCAR Cup Series in her e.l.f.-sponsored car at the Autodromo Hermanos Rodriguez in Mexico City on June 15. This venue holds special significance for Legge, as she made history here in 2019 by becoming the first female driver to win a race during an ABB FIA Formula E weekend.

Expressing her enthusiasm, Legge stated, "I’ve never felt more empowered than I do with e.l.f. by my side... I want to be respected as one of the best drivers in motorsport, and there is no better place to hone my skill set against the best of the best in front of the largest motorsport audience in the U.S."

The partnership between e.l.f. and Legge began in 2023 when she achieved the record of being the fastest woman to qualify for the Indianapolis 500. In 2024, e.l.f. made history by becoming the first beauty brand to serve as a primary sponsor for a car and driver at the Indy 500.

Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty, remarked, "As they say in NASCAR, we have found our groove. Fueling Katherine’s dream to be one of the best motorsports drivers of all time is our mission."

Legge's journey through NASCAR not only highlights her personal growth as a driver but also reflects a broader commitment to empowering future generations of female racers. Her career milestones, including being the first woman to win a major open-wheel race in North America and leading laps in INDYCAR, serve as an inspiration for young athletes, particularly women looking to break into sports.

Dr. Eric Warren, Executive Director of Global Motorsports Competition at General Motors, emphasized the importance of supporting Legge's endeavors, stating, "Katherine is relentless in her approach to racing and is such a positive role model for other female racers to follow their dreams."

As e.l.f. Cosmetics and Katherine Legge join forces on the NASCAR circuit, they are not just racing; they are advocating for representation and inclusivity in motorsports. With a shared vision of empowering women and inspiring future generations, this partnership is set to make waves both on and off the track. The excitement builds as fans eagerly await the upcoming races, where Legge will continue to push the boundaries of what is possible in the world of sports.