E.l.f. Cosmetics, a brand from e.l.f. Beauty, announced its founding partnership with the International Dance League (IDL), marking the brand’s entry into competitive dance at the intersection of sport, entertainment, and self-expression. 

This partnership represents the latest evolution of e.l.f. made, where entertainment and sports come together to create cultural moments that reflect how communities show up and express themselves.

Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty, said, 

“At e.l.f., we don’t wait for culture, we move with the communities shaping it. Dance is one of the most powerful expressions of identity, connection and self-belief, yet it’s been underserved for far too long. The International Dance League (IDL) is creating a platform this community has always deserved. We’re showing up as a founding partner to help build it, elevating how dancers compete, create and are seen on a global stage.”

At each e.l.f. x IDL event, makeup artists will be on-site all day delivering personalized glow-ups and custom shade matching, anchored by Power Grip Primer.

E.l.f. is also creating a dedicated on-site content studio to showcase the dancers’ artistry and create the ultimate backdrop for creative expression. Every dancer will leave with a custom glam kit to keep showing up as their most confident self during the 2026 competition and beyond.

Beyond the competition floor, e.l.f. will integrate the power of dance across its sports, entertainment, and music platforms, including the 2026 NWSL Challenge Cup, presented by e.l.f. on Friday, June 26 in Columbus, OH, and other iconic moments in culture.

E.l.f. will also be the Official Livestream Presenting Partner, owning the broadcast experience across YouTube and Twitch for all U.S. events. This brings fans closer to the action through co-streamer collaborations and tune-in content designed to expand reach in real time.