OAKLAND, Calif.--(BUSINESS WIRE)--Sep 29, 2025--
e.l.f. Beauty (NYSE: ELF) announces the next chapter of its award-winning, purpose-driven film series, Show Yourse.l.f., featuring Jess Carter, professional soccer player for NJ/NY Gotham FC and the England national team. This episode puts full focus on Carter’s journey to the top of women’s soccer, overcoming obstacles while inspiring the next generation of athletes to see no limits to what they can achieve.
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At the heart of Show Yourse.l.f. is e.l.f.’s commitment to democratize access to beauty, to sports and to dreams. The short film underscores the importance of visibility and access in women’s sports, where barriers still prevent many young girls from imaging themselves on the field, in the stadium or on screen.
Past Show Yourse.l.f. episodes have celebrated changemakers such as activist and astronaut Amanda Nguyen, athlete Anastasia Pagonis, performance artist Viktoria Modesta and artist Chella Man, whose episode was nominated for both a Tribeca X Social Impact Award and a Tribeca X Environmental Impact Award. Each episode shines a spotlight on a trailblazer who redefines what’s possible. Carter continues this legacy, embodying strength, resilience and individuality while boldly disrupting norms with a kind heart in both soccer and self-expression. Show Yourse.l.f. is produced with OBERLAND, an award-winning purpose driven agency.
Jess Carter shared, “I didn’t grow up watching a girls’ football [soccer] team, so I didn’t even know this could be a profession. I just loved the game. Without my coach who started a girls’ team in my hometown, I may never have known that women’s football even existed. Now I get to be that role model I didn’t have, someone little girls can look at and say, ‘She looks like me, she comes from where I come from, and nothing can stop me from doing the same.’”
e.l.f. is putting its muscle behind women in sports because sports participation shapes futures. According to the Women’s Sports Foundation, girls drop out of sports at two times the rate of boys by age 14 and have 1.3 million fewer high school sports opportunities, yet there is a correlation between sports participation and professional achievement. The Billie Jean King Foundation reports that 85% of women who played sports attribute their professional success directly to those athletic experiences.
“Jess Carter is reclaiming power and redefining leadership for the next generation,” said Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty. “Every time Jess defends the ball on the field, we hear the sound of barriers breaking. Jess shows us that ‘femininity is a woman being her confident self in any format’ whether ‘a princess or a bulldozer.’ That bold truth is the essence of Show Yourse.l.f. – owning your power, walking in your strength and inspiring the world by being unapologetically you."
Carter’s story highlights the universal message of Show Yourse.l.f.: embracing your strength and individuality, no matter the expectations. From pushing through moments of doubt to mastering her own style of play, Carter has redefined both her game and her identity, on and off the field.
In celebration of the launch of Carter’s episode, e.l.f. Beauty is proud to make a donation to South Bronx United, a globally recognized youth development organization that uses soccer as a tool for social change. South Bronx United strives to promote educational achievement, health and wellness, and character development through activities on and off the soccer field.
The new season of Show Yourse.l.f. launches today on e.l.f. Cosmetics’ YouTube channel. Watch Carter’s episode here and tune in to the full Show Yours.e.l.f. series here.
About e.l.f. Beauty
e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. e.l.f. is a different kind of company that disrupts norms, shapes culture and connects communities, through positivity, inclusivity and accessibility. The mission is clear: to make the best of beauty accessible to every eye, lip and face. e.l.f. Beauty and its brands, e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, Well People, Naturium and rhode, are led by purpose, driven by results and elevated by superpowers. e.l.f. Beauty offers e.l.f. clean and vegan products, all double-certified by PETA and Leaping Bunny as cruelty free, and proudly stands as the first beauty company with Fair Trade Certified™ facilities. With a kind heart at the center of e.l.f.’s ethos, the company donates 2% of net profits to organizations that make positive impacts.
e.l.f. Beauty launches new episode of purpose-driven film series, Show Yourse.l.f. with Jess Carter, professional soccer player for NJ/NY Gotham FC and the England national team.
