Fueling the next generation of empowered.legendary.females.—and keeping girls in the game.
OAKLAND, Calif.–(BUSINESS WIRE)–e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE:ELF), today announced the launch of a nationwide search to discover the next generation of soccer stars, in partnership with the National Women’s Soccer League (NWSL) and INDIVISA.
This competition kicks off with an inclusive invitation to athletes across the country to showcase their best soccer move that gives them confidence and the drive to pursue their dream. It could be a crossbar challenge, juggle, trin spin, or defensive tackle — anything that makes them Glow for Glory, celebrating their talent and personal style.
“This isn’t just a contest—it’s a rallying cry to empower.legendary.females. by opening real doors for young women in sport and celebrating their strength, skill, and passion,” said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty. “By age 14, girls are twice as likely as boys to drop out of sports, too often because access, support, and visible role models aren’t there. That’s why, with the NWSL and INDIVISA we’re working to change the game and keep the next generation of athletes in it—where they belong.”
e.l.f.’s robust work to support girls and women in sports connects to the company’s core values of self-expression and empowerment. It counts the NWSL, Melanie Barcenas, Abby Dahlkemper, Lo’eau LaBonta, and Jaedyn Shaw, the Professional Women’s Hockey League and Kendall Coyne Schofield, tennis legend Billie Jean King, professional race car driver Katherine Legge and others on its own e.l.f. team ‘roster.’
Open to girls and women ages 13–21, this social media–based competition invites participants to post a video to TikTok or Instagram showcasing their signature move. To enter, they must tag #GlowForGlory and follow @elfcosmetics (on Instagram), @elfyeah (on TikTok), @NWSL, and @Indivisa. The contest is open now through October 12, 2025.
Top entries will be selected as semi-finalists on October 19, 2025 and will be chosen based on five key attributes — technical ability, execution difficulty, creativity, style, and the e.l.f. factor — and invited to create additional content showcasing why they deserve to be an NWSL pro for the day. Finalists will win an all-expenses-paid trip to the 2025 NWSL Championship Weekend this November in San Jose, California, where they’ll perform live in front of fans, coaches and NWSL pros. One winner will be selected as “Pro for the Day” and awarded a VIP experience with an NWSL club — training, living and slaying like one of their soccer heroes.
“This partnership is about more than finding the next soccer star,” said NWSL SVP of Partnerships Matt Soloff. “It’s about creating a space for young women to be seen and celebrated while being unapologetically themselves. We’re proud to team up with e.l.f. and INDIVISA to launch something that speaks directly to the next generation on their terms and in their voice. That’s what the NWSL is all about.”
Earlier this year, e.l.f. became the first official makeup and skincare partner of the NWSL and was named Presenting Partner of the NWSL Challenge Cup through 2027. The brand will be on the ground in Kansas City on September 20, 2025, as the KC Current take on the Seattle Reign, continuing to show up for fans with fan-first experiences that celebrate voices on and off the field.
“At Footballco, we believe in the power of sport to inspire, uplift, and drive change — especially for young women whose stories too often go untold,” said Jason Wagenheim, CEO, North America, Footballco. “Through INDIVISA, we’re proud to stand alongside e.l.f. and the NWSL to create meaningful opportunities, elevate visibility, and build confidence for the next generation of rising stars.”
To enter the Glow for Glory contest, click here. For more information, including the official contest rules and prize description, please visit footballco.com/terms.
About e.l.f. Cosmetics
e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.
About National Women’s Soccer League
The National Women’s Soccer League is the premier women’s professional soccer league in the world featuring national team players from around the globe. The clubs are Angel City FC, Bay FC, Boston Legacy FC, Chicago Stars FC, Denver Summit, Houston Dash, Kansas City Current, NJ/NY Gotham FC, North Carolina Courage, Orlando Pride, Portland Thorns FC, Racing Louisville FC, San Diego Wave FC, Seattle Reign FC, Utah Royals FC, and Washington Spirit.
About INDIVISA
INDIVISA is Footballco’s flagship platform for women’s soccer and the women who love it—on and off the pitch. Built for the next generation of fans, INDIVISA champions the athletes, creators, and culture driving the future of the game. Reaching more than 700 million fans globally, Footballco also owns and operates Soccer Girl, one of the most engaged social handles in U.S. women’s sports, reaching millions of passionate young soccer fans every week.
Contacts
e.l.f. Cosmetics
Laura Cosgrave
[email protected]
National Women’s Soccer League
Madelyn Flax
[email protected]
