OAKLAND, Calif.--(BUSINESS WIRE)--Jun 25, 2026--
e.l.f. Cosmetics and e.l.f. SKIN, brands from e.l.f. Beauty (NYSE: ELF), today announced the kickoff to the 2026 summer of soccer, cementing the brands’ position at the intersection of sport, culture and community. From presenting the 2026 NWSL Challenge Cup to House of GOAL, the most immersive global fan experience in New York during the men’s global soccer tournament, e.l.f. is showing up where the community lives, on the field, in the crowd and in the moments that turn fans into believers.
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e.l.f. announced the kickoff to the 2026 summer of soccer, cementing the brands’ position at the intersection of sport, culture and community.
e.l.f. announced the kickoff to the 2026 summer of soccer, cementing the brands’ position at the intersection of sport, culture and community. Photo credit: FootballCo
e.l.f. announced the kickoff to the 2026 summer of soccer, cementing the brands’ position at the intersection of sport, culture and community.
e.l.f. announced the kickoff to the 2026 summer of soccer, cementing the brands’ position at the intersection of sport, culture and community.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260624888086/en/
e.l.f., which stands for every eye, lip and face, believes that the future of soccer belongs to Empowered.Legendary.Females. As a partner of the NWSL, e.l.f. is expanding visibility for women’s soccer, elevating the players shaping its future and opening pathways for the next generation. In the past, women’s soccer was underserved and overlooked by brands, by the media and by culture at large. Today, fandom is stronger than ever and the momentum around women’s soccer is building:
These signals are exactly why e.l.f. is in the game – to connect with passionate sports fans and create an immersive experience where sports, culture, music and beauty seamlessly converge and reflect who they are and what they stand for.
“Soccer is a cultural force and e.l.f. has always been at the intersection of what our community lives and breathes,” said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Brands. “We are building fandom, telling the stories of extraordinary women who are shaping the future of this game, and creating experiences that prove beauty and sport have always belonged together. This summer is all about fandom and with a majority of U.S. soccer fans watching the women's game - we're meeting them where they are."
The 2026 NWSL Challenge Cup presented by e.l.f.
On Friday, June 26, 2026, e.l.f. transforms the 2026 NWSL Challenge Cup into a full cultural event, putting fans at the center of every moment. The high-stakes match pits the 2025 NWSL Champions, Gotham FC, against the 2025 NWSL Shield winners, Kansas City Current in Columbus, Ohio. Three athletes from e.l.f.'s Empowering.Legendary.Females. roster will be on the field: Lo’eau LaBonta for Kansas City Current, and Jaedyn Shaw and Jess Carter representing Gotham FC, making this a true e.l.f. affair.
e.l.f.'s presence extends beyond the field with the debut of the e.l.f. Match Day Carpet, an integrated runway where players and fans alike can walk the carpet, turning VIP moments into a shared celebration of confidence, creativity and game-day glow for every eye, lip and face to enjoy. In the FanZone, e.l.f. is creating a moment for fandom and community to come together. Fans can write personalized notes to their favorite players across the league that e.l.f. will send to them after the game. The IDL (International Dance League), a partner of e.l.f. Cosmetics, make their NWSL debut with IDL pro dancers leading a live fan dance-along and the Match Day Dance Cam, while e.l.f. UP! on Roblox brings an immersive soccer minigame to its growing gaming community.
e.l.f. is also presenting the Halftime Show with singer-songwriter, Amber Mark, and welcoming Latin GRAMMY Award-winning artist, Joaquina, to perform the National Anthem and later a meet-and-greet with fans. With e.l.f.’s meaningful connection to the Hispanic community – Hispanic households represent 18% of e.l.f. buying households, 29% higher than the cosmetics category average – and nearly 32% of all women's soccer fans in the country identify as Hispanic or Latino, Joaquina will be a surprise and delight moment for the fans.
At the 2026 NWSL Challenge Cup, e.l.f. is proud to reignite Glow For Glory, a program created with the NWSL and designed to keep girls in sports and light a path to their futures. Through Glow For Glory, rising soccer stars have the opportunity of a lifetime: showcase their best soccer skills for the chance to be selected as “Pro for the Day” and earn a dedicated experience with an NWSL club: training and living like one of their soccer heroes. Glow For Glory is rooted in e.l.f.’s broader mission to drive meaningful change by opening pathways for the next generation.
House of GOAL
From July 17–19, aligning with this summer’s men’s global soccer tournament, e.l.f. will expand its soccer presence to the global stage, showing up in New York at FootballCo’s House of GOAL, the ultimate soccer fan fest. Set against the backdrop of what is expected to be the most-watched sporting event in history, e.l.f. will be at the cultural hub of the celebration, bringing its bold vision for soccer, beauty, culture and community to fans from around the world.
Sources
Fandom (SiriusXM “The Sports Audio Report” ), March 2025
WHAT EVERY MARKETER NEEDS TO KNOW: U.S. WOMEN’S SOCCER FANS, August 2025
EY TREND 2027: SPORTS TOURISM — WGSN, May 2026
Circana Receipt Panel Complete Consumer – All Venues 52W Ending 12/29/2024
ForSoccer Insights into Female Soccer Fans, March 2025
Sports Business Journal, April 2026
About e.l.f. Brands
e.l.f. Brands includes e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, all part of e.l.f. Beauty (NYSE: ELF). e.l.f. is on a mission to make the best of beauty accessible to every eye, lip and face through positivity, inclusivity and accessibility. e.l.f.'s superpowers are creating premium-quality, vegan and e.l.f. clean products that are universally appealing at affordable prices. All products are double-certified by Leaping Bunny and PETA as cruelty-free. e.l.f. is proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com,www.elfskin.com and www.elfhaircare.com.
e.l.f. announced the kickoff to the 2026 summer of soccer, cementing the brands’ position at the intersection of sport, culture and community.
e.l.f. announced the kickoff to the 2026 summer of soccer, cementing the brands’ position at the intersection of sport, culture and community. Photo credit: FootballCo
e.l.f. announced the kickoff to the 2026 summer of soccer, cementing the brands’ position at the intersection of sport, culture and community.
e.l.f. announced the kickoff to the 2026 summer of soccer, cementing the brands’ position at the intersection of sport, culture and community.
WASHINGTON (AP) — Senate Republicans who were berated by President Donald Trump on Wednesday over opposition to his war in Iran held a late-night vote to try to appease him, voting down a war powers resolution a day after a similar measure passed.
Trump harangued GOP senators face to face earlier in the day for allowing a vote to block his war in Iran on Tuesday, further escalating a feud that has diverted GOP efforts to focus on election-year affordability issues and brought much of the chamber’s business to a halt. He exchanged particularly harsh words with Louisiana Sen. Bill Cassidy, one of four Republicans who had voted with Democrats on the measure.
Hours later, though, Cassidy received a personal briefing on the war at the White House from Vice President JD Vance and envoy Steve Witkoff and returned to the Capitol to vote against a separate war powers resolution. Kentucky Sen. Rand Paul, a Republican who has repeatedly voted with Democrats to halt the war, voted present this time “to give the President more space and leverage to negotiate a lasting peace,” he said on X. The measure failed 47-50-1.
“I want to thank Vice President Vance and Special Envoy Witkoff for the thorough briefing this afternoon on Iran. I appreciate the quick invitation to the White House to address many of my concerns,” said Cassidy, who lost reelection last month after Trump endorsed his opponent, in a post on X.
It's unclear whether the move will be enough to appease Trump, who had called the Republicans “losers" for voting against his war and had called Cassidy a “lunatic” at the lunch after their tense exchange. But the vote was a clear signal to the president from Republican senators who still want to placate him, despite increasing tensions in recent weeks and his decision Wednesday morning to reverse himself and delay signing a housing bill that received overwhelming bipartisan support.
Senate Majority Leader John Thune, R-S.D., and a small group of his Senate GOP colleagues called Trump after the vote. Thune said the president was “pleased with the outcome."
Trump later thanked Thune in a social media post and noted that Cassidy and Paul had switched their votes. “This vote puts Iran on notice!” he wrote.
Invited by Florida Sen. Rick Scott to speak at a GOP luncheon in the Capitol, Trump had signaled ahead of time that he would use the closed-door meeting to push senators to pass his proof-of-citizenship voting bill. But the conversation was more focused on Tuesday’s vote on war powers, a mostly symbolic measure that allows Congress to rebuke the administration’s military actions. The House had passed its own version of the resolution earlier this month.
Most Republicans stayed quiet. But Cassidy, who lost reelection in his primary last month after Trump endorsed an opponent, stood up and defended his vote.
“I stood and said, ‘You have not told the American people what’s going on,’” Cassidy told reporters after the meeting. “This was supposed to last four weeks, it’s lasted four months. Our original objectives have not been achieved.”
The two men “went back and forth,” Cassidy said, and he “matched his tone and volume." Cassidy said that he eventually de-escalated, but he did not want to be bullied.
“I am voting for war powers until I get a briefing,” he said afterward.
Trump repeatedly told Cassidy to sit down, according to a person familiar with the private meeting who was not authorized to discuss it. At one point, the president called the senator a “lunatic."
Publicly, Trump said afterward that they had “a really great meeting." But he hinted at the discord.
“We like everyone in the room," Trump told reporters on his way out. "I don’t like a few people, but that’s OK.”
The luncheon capped weeks of friction between Trump and Senate Republicans and added a new layer of frustration as Tuesday's vote was the first time the Senate had adopted a war powers resolution on the Iran war. Trump made clear he was in no mood to compromise before it even started, calling off a scheduled signing ceremony on a housing bill that passed both chambers overwhelmingly this week and that GOP lawmakers were touting as an election-year achievement.
Republican senators were eager for a conciliatory meeting with the president after escalating tensions in recent weeks. But Trump upended their plans when he declared on social media just beforehand that he wouldn't sign the legislation until they send him the SAVE America Act, his bill to require proof of citizenship for all voters.
North Carolina Sen. Thom Tillis said he doesn't know why Trump is holding the housing bill “hostage” for the voting bill that “will never pass in this Congress.”
“It makes no sense to me,” Tillis said as he walked into the luncheon.
Thune said the housing legislation, which aims to lower costs, is “an affordability issue,” and that ”eventually I hope he finds a way to sign it.”
It's unclear if Trump might veto the legislation or if the late Wednesday night vote will change his outlook. But by rejecting a public bill signing, Republicans worry that Trump is indicating a level of indifference to voters’ affordability concerns heading into November’s midterm elections.
Trump's move on the housing bill is his latest reversal after weeks of being at odds with Senate Republicans.
Trump has blocked the Senate from confirming one of his own nominees, asked them to fund parts of his White House ballroom project despite opposition and forced them to defend the Iran war even as they question the strategy and endgame.
Trump has also helped whittle down his own support in the Senate after endorsing primary challengers to two GOP incumbents who were previously reliable votes for his agenda — Cassidy and Texas Sen. John Cornyn. Both men have become more critical of Trump since losing reelection.
“If we’re going to win the midterm elections, we need to get on the same page,” Cornyn said ahead of the meeting. “We’re not on the same page now, and that I think is dangerous.”
Trump has pressed Republicans for months to kill the Senate filibuster and focus on the proof-of-citizenship voting bill, even though Thune has repeatedly told him that neither has the votes.
While Thune remains popular in his conference and cordial with the president, he has spent much of his time lately telling Trump what he doesn’t want to hear. Thune said Tuesday that while Trump and some in their conference want to see the voting bill pass, “it’s just not realistic.”
Thune devoted weeks of floor time to the voting bill earlier this year and has said he supports it. But he has repeatedly said there aren’t enough votes to scrap the filibuster that triggers a 60-vote threshold to pass most bills in the 53-47 Senate. And Democrats are uniformly opposed to the bill.
“I think people at some point have to come to grips with that,” Thune said.
Associated Press writers Josh Boak and Kevin Freking contributed to this report.
Sen. Bill Cassidy, R-La., leaves a closed-door meeting with President Donald Trump and Republican senators, at the Capitol in Washington, Wednesday, June 24, 2026. (AP Photo/J. Scott Applewhite)
President Donald Trump walks away after speaking to reporters with Senate Majority Leader John Thune, R-S.D., at the Ohio Clock on Capitol Hill, Wednesday, June 24, 2026, in Washington. (AP Photo/Jacquelyn Martin)
President Donald Trump speaks with reporters after meeting with Senate Republicans on Capitol Hill, Wednesday, June 24, 2026, in Washington. (AP Photo/Jacquelyn Martin)
President Donald Trump turns to depart after speaking with reporters as Sen. Rick Scott, R-Fla., from left, Sen. John Barrasso, R-Wyo., and Senate Majority Leader John Thune, R-S.D., listen on Capitol Hill, Wednesday, June 24, 2026, in Washington. (AP Photo/Jacquelyn Martin)
President Donald Trump is joined by from left: Sen. Rick Scott, R-Fla., Sen. John Barrasso, R-Wyo., and Senate Majority Leader John Thune, of S.D., as he departs the Senate Steering Committee Lunch at the U.S. Capitol, Wednesday, June 24, 2026, in Washington. (AP Photo/Rod Lamkey, Jr.)
President Donald Trump, escorted by Senate Majority Leader John Thune, R-S.D., heads to a meeting with Senate Republicans at the Capitol in Washington, Wednesday, June 24, 2026. (AP Photo/J. Scott Applewhite)
Sen. Thom Tillis, R-N.C., speaks to reporters as Republican senators arrive for a closed-door lunch at the Capitol in Washington, Tuesday, June 23, 2026, to prepare for a meeting with President Donald Trump Wednesday. (AP Photo/J. Scott Applewhite)
Senate Majority Leader John Thune, R-S.D., arrives at the Capitol in Washington, Tuesday, June 23, 2026, as he prepares for a meeting with President Donald Trump. (AP Photo/J. Scott Applewhite)
