e.l.f. Beauty and Gotham FC and The Lionesses Star Jess Carter Power the Newest Show Yourse.l.f. Episode With Resilience and Empowerment

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.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250928623440/en/

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.

KUALA LUMPUR, Malaysia (AP) — The entire executive committee of the Football Association of Malaysia (FAM) resigned Wednesday after a scandal involving the naturalization of seven foreign-born players led to FIFA sanctions, a court appeal and intensified scrutiny of the country’s soccer governance.

All committee members, elected 11 months ago for the 2025–2029 term, stepped down with immediate effect in a unanimous and voluntary decision in order to protect the association’s credibility.

The mass resignation followed FIFA’s decision last September to fine the association about $450,000 and suspending the seven players for a year after determining that fake documents had been filed to support their naturalization. The players — Facundo Garcés, Rodrigo Holgado, Imanol Machuca, João Figueiredo, Gabriel Palmero, Jon Irazabal and Héctor Hevel— were also fined individually.

The seven, who originate from Argentina, Brazil, the Netherlands and Spain, went on to play for Malaysia, including in a qualifying match for the 2027 Asian Cup that Malaysia won against Vietnam.

Malaysian officials had maintained that all seven players were eligible under FIFA rules because each had a grandparent born in Malaysia. FIFA, however, said its investigators obtained original documents from the players’ countries of origin that contradicted those claims.

In a statement Wednesday, FAM said the committee had been elected for a four-year mandate covering the 2025–2029 term and the decision to resign after just 11 months demonstrated that service to Malaysian soccer takes precedence over holding office.

The mass resignation was intended to safeguard the association’s reputation and mitigate further consequences for Malaysian football, it said. It would allow FIFA and the Asian Football Confederation to review governance, administrative and procedural matters within FAM, and ensure any reforms can be undertaken without distraction or perceived conflicts of interest, it said.

“The executive committee recognizes the importance of collective responsibility and the need to act in a manner that protects the integrity and standing of the sssociation,” the statement said.

FAM said the move was aimed at restoring confidence among supporters, stakeholders and the wider football community, emphasizing that institutional credibility is essential to the stability and future development of the sport in Malaysia. The outgoing leadership will fully cooperate with FIFA, the AFC and other stakeholders. No timeline was announced for interim leadership or new elections.

Acting FAM president Mohamad Yusoff Mahadi told local media that committee secretary-general Noor Azman Rahman will continue overseeing day-to-day operations of the governing body, which is expected to convene a congress to appoint a new executive committee.

After FIFA rejected FAM’s appea l, it took the case to sports highest court based in Switzerland. FAM said Tuesday that the Court of Arbitration for Sport had temporarily halted the FIFA-imposed ban on the players, allowing them to compete while an appeal is reviewed. It didn't say when a final ruling is expected.

AP soccer: https://apnews.com/hub/soccer

FILE -Malaysia's Rodrigo Holgado, left, vies for the ball with Vietnam's Do Duy Manh during the AFC Asian Cup qualifier Group F soccer match between Malaysia and Vietnam at the National Stadium Bukit Jalil in Kuala Lumpur, Malaysia, June 10, 2025. (AP Photo/Vincent Thian, File)