e.l.f. Cosmetics has taken center stage at this year’s Billie Jean King Cup Finals by Gainbridge (BJKC), bringing its playful energy and empowering message to the world’s largest annual women’s sports competition.
As the exclusive skin and cosmetics partner, e.l.f. is blending beauty with activism, celebrating inclusivity, and amplifying women’s voices with the call to action, "Cause an e.l.f.ing racket."
This collaboration aligns with e.l.f.’s commitment to leveling the playing field for women in sports and corporate leadership through initiatives like "Change the Board Game," inspired by the former top tennis player's advocacy for gender equality.
e.l.f. Beauty CMO Kory Marchisotto will kick off the first semifinal match Monday night with a ceremonial coin toss, marking the brand's first partnership with the BJKC.
In a press release, Marchisotto expounded more about how this initiative reinforces the brand's commitment to women's empowerment:
"Girls have 1.3 fewer opportunities to play high school sports than boys — yet more than three-fourths of working women feel that participating in sports helped their self-image.
At e.l.f., we found a kindred spirit in Billie Jean King and stand alongside her to lead the conversation for equality in women’s sports and beyond."
e.l.f.’s on-site activations, including the Sit & Spritz Makeup Bar and a Power Pose photo moment, invite fans to immerse themselves in the spirit of empowerment.
A "Power of Billie Jean King" storytelling wall further highlights King’s decades-long fight for equality.
Fans can also participate virtually via Twitch, with exclusive streams scheduled on November 19 and 20.
The Future of Women's Sports
The inaugural "Power of Women’s Sports Summit," co-hosted by Billie Jean King Enterprises and e.l.f., will convene over 100 changemakers in sports, business, and entertainment.
Featured speakers include King herself, Malala Yousafzai, and CNN anchor Christiane Amanpour, who will discuss leveraging platforms to promote inclusivity and equity.
"Cause an e.l.f.ing racket" isn’t just a campaign slogan — it’s a rallying cry for progress.
With a donation to the Billie Jean King Foundation and initiatives amplifying women’s impact in sports and leadership, e.l.f. proves its commitment to creating a better future for every eye, lip, and face.
And by combining beauty, sports, and purpose, the brand shows that women's empowerment can also be playful, impactful, and fun.
Previously, e.l.f. Cosmetics launched a campaign with Beekman 1802 to celebrate World Kindness Day.
