From cosmetic bags to checkered flags.
We’re off to the races to talk about yet another beauty brand veering into the world of motorsports. This time, e.l.f. Cosmetics is making history as the first beauty brand to serve as a primary sponsor in the Indianapolis 500, the largest single-day sporting event in the world.
e.l.f. made its first pit stop at the Indy 500 in 2023, partnering with professional IndyCar driver Katherine Legge after she set the fastest one- and four-lap qualification speeds for a woman in the event’s history. Now, Legge looks to make her fourth Indy 500 start after being just the ninth woman to qualify in 2012. She’s also the only female driver entered in this year’s race.
I can’t help but think of Elle Woods’ legendary mic-drop in Legally Blonde: “What? Like it’s hard?” But more often than not, that seems to be the case.
Racing leagues see very few female drivers, despite offering one of the only true equal playing fields in sports. There’s a lack of dedicated training, financial support, opportunity, and — perhaps most importantly — a lack of representation. If young girls don’t see women behind the wheel, they grow up believing it’s because they don’t belong there. By sponsoring Katherine Legge, e.l.f. isn’t just endorsing a driver; it’s sending a powerful message to the next generation: “This could be you.” And as more women break into motorsports, more girls will be inspired to see themselves not just as spectators, but as true contenders on the track.
Photo: Katherine Legge / Instagram
Personally, I’ve loved seeing beauty brands flip these traditionally male-dominated sports on their heads. Earlier this year, Charlotte Tilbury announced a milestone partnership with F1 ACADEMY, which encourages female participation in Formula One.
As e.l.f. joins the ranks of IndyCar sponsors, the payoff could be significant. Research shows women are more likely to buy from brands that support them. More specifically, they want to engage with brands that make a point of elevating the voices and needs of women. With this pioneering sponsorship, e.l.f. not only gains exposure within the motorsports community but also aligns itself with values of inclusivity and empowerment.
The statistics speak volumes: In 2023, women comprised 39% of IndyCar’s TV audience. We’re curious to see if this new sponsorship attracts even more female IndyCar fans — and with that, whether e.l.f. will experience a spike in sales as a result.
For professional drivers, beauty products should handle the heat, speed, and stress of racing. Viewers who spot e.l.f. on the track will immediately associate the brand with top-tier performance. Legge has shared that her lineup includes Holy Hydration! Makeup Melting Cleansing Balm, Pure Skin Moisturizer, Blemish Breakthrough Acne Fighting Spot Gel, and Suntouchable! Whoa Glow SPF 30.
Photo: Katherine Legge / Instagram
As a primary sponsor, e.l.f. receives prominent branding on the race car, as well as extensive marketing rights and visibility associated with the Indy 500. The No. 51 e.l.f. Honda Dallara is decked out in an eye-catching pink and red livery that features the brand’s logo and tagline. It doesn’t just make a statement; it shouts it from the starting line to the finish.
I believe it was animated superhero and feminist icon Elastigirl who, in her red thigh-high boots, asserted, “Girls, come on! Leave the saving the world to the men? I don’t think so.”
The same could be said for racing.
Comments