e.l.f. Cosmetics Joins the International Dance League as Founding Partner to Put Dancers Center Stage

OAKLAND, Calif.--(BUSINESS WIRE)--Apr 29, 2026--

e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), the bold disruptor with a kind heart, announces 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.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260428105614/en/

Dance is one of the most participated activities in the U.S. with 26 million people dancing annually* and is the second most viewed content category on TikTok with 181 billion hashtag views**. Being for every eye, lip and face means e.l.f.’s community lives in many places, dance is one of those subcultures that brings people together across every age, gender and background. It doesn't ask you to be anything other than yourself.

The professional dancers that shape this culture do not have the resources and backstage infrastructure to show up as their best selves. e.l.f. is here to change that. 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. Cosmetic’s No. 1 selling product***. 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.

“At e.l.f., we don’t wait for culture, we move with the communities shaping it,” said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty. “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.”

As a founding partner of IDL's 2026 season, e.l.f. Cosmetics will embed directly into the league through:

"Dancers at this level have been showing up to compete on a world stage while covering every cost themselves," said Connor Lim, Co-Founder and CEO of IDL. "e.l.f. has a proven track record of backing athletes who deserved recognition long before the industry caught up. They didn't just show up, they showed up to help build a platform where creativity, self-expression and individuality are truly celebrated. That kind of partnership doesn't just support artists, it changes what's possible for the next generation."

IDL’s 2025 launch event generated 100 million views in 10 days and a sold-out venue of 2,000+ attendees reaching an audience that is 68% female, aged 18-34, and deeply engaged in beauty, pop culture and social media. The 2026 season spans five cities across four continents: New York, Vancouver, Sydney, Seoul and Los Angeles.

* Statista, Sports & Fitness Industry Association (SFIA)
**Omnicore Agency, TikTok by the Numbers: Stats, Demographics & Fun Facts
*** Source: NielsenIQ xAOC Mass Cosmetics, WE 3/21/26 / L52W / Cosmetics = Cosmetics, Cosm Access, Nail (excluding Other Nail) *Amazon via Stackline, 1P + 3P, Mass brands only

About e.l.f. Cosmetics

e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified facilities. Learn more at www.elfcosmetics.com.

e.l.f. Cosmetics announces its founding partnership with the International Dance League (IDL). 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.

NEW YORK (AP) — Jalen Brunson scored 39 points, nearly extending his own franchise record for 40-point playoff games, and the New York Knicks routed the Atlanta Hawks 126-97 on Tuesday night for a 3-2 lead in the first-round playoff series.

With their second straight lopsided victory, the Knicks positioned themselves to win the series Thursday night in Atlanta. They would have another chance at home in Game 7 if they need it — and it's getting harder to picture why they should.

The Hawks took a 2-1 lead in the series with one-point victories in Games 2 and 3, but a pretty sizable gap between the teams has appeared since. The Knicks led by 24 on their way to a 114-98 win in Game 4 in Atlanta and by 32 on Tuesday, when the lead was never below double digits in the second half.

“I know they’re going to try to bring a lot of force down there,” Knicks reserve Jordan Clarkson said. “So we've got to be prepared and we know what’s coming, so we’ll be ready.”

Brunson already had eight 40-point games in his first three postseasons with the Knicks. He hadn't even cracked 30 in this series until pouring in 17 points in the fourth quarter to prevent any chance of Atlanta making it a game.

Brunson said the Knicks have picked up their play in the last two games and said they were confident, but also cautious.

“Anything can happen in this series, so we’ve just got to be locked in for Game 6,” he said.

OG Anunoby added 17 points and 10 rebounds for the Knicks, while Karl-Anthony Towns had 16 points, 14 rebounds and six assists. The Knicks need one more victory to reach the second round for the fourth straight season, which would continue their longest streak since advancing nine straight times from 1991-92 through 1999-2000.

Jalen Johnson had 18 points, 10 rebounds and six assists for the Hawks. Dyson Daniels scored 17, but CJ McCollum, the catalyst of both Atlanta victories, had just six.

The Knicks outrebounded the Hawks 48-27 and had a 13-4 advantage in fast-break points against an Atlanta team that needs to win the transition game.

“I just think that their mindset was to come out and try to bully us and be physical, and they did that," Daniels said.

The Knicks made eight of their first 12 shots, then broke free with a 9-0 run late in the first quarter and were ahead 35-22 at the end of the period. Brunson had the last two baskets of an 8-0 surge in the second that pushed it to 59-37, and the Knicks led 64-48 at the break after making 58.5% their shots.

Leading by 18 after three, they put it away when Brunson had a three-point play and 3-pointer to ignite a 12-0 spurt that made it 110-82.

Nickeil Alexander-Walker and Onyeka Okongwu both had 16 points for the Hawks.

AP NBA: https://apnews.com/hub/nba

New York Knicks' OG Anunoby, right, drives past Atlanta Hawks' Onyeka Okongwu during the first half in Game 5 of a first-round NBA playoffs basketball series, Tuesday, April 28, 2026, in New York. (AP Photo/Frank Franklin II)

New York Knicks' Jalen Brunson, left, and OG Anunoby, right, defend Atlanta Hawks' Jalen Johnson, center, during the first half in Game 5 of a first-round NBA playoffs basketball series, Tuesday, April 28, 2026, in New York. (AP Photo/Frank Franklin II)

New York Knicks' Jalen Brunson (11) talks to a teammate during the first half in Game 5 of a first-round NBA playoffs basketball series against the Atlanta Hawks, Tuesday, April 28, 2026, in New York. (AP Photo/Frank Franklin II)

Atlanta Hawks' Nickeil Alexander-Walker (7) fights for control of the ball with New York Knicks' Mitchell Robinson (23) during the first half in Game 5 of a first-round NBA playoffs basketball series, Tuesday, April 28, 2026, in New York. (AP Photo/Frank Franklin II)

New York Knicks' Jalen Brunson drives past Atlanta Hawks' Dyson Daniels (5) during the first half in Game 5 of a first-round NBA playoffs basketball series, Tuesday, April 28, 2026, in New York. (AP Photo/Frank Franklin II)