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

Dance is entertainment. Dance is sport. Dance is e.l.f. made.

OAKLAND, Calif.--(BUSINESS WIRE)-- 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.

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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.

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:

• At each e.l.f. x IDL event, dancers step into a Power Grip Primer world. An immersive, sticky-as-e.l.f. experience drenched in iconic teal, with pro makeup artists primed to deliver looks that don't quit no matter how long they own the stage.
• Official Livestream Presenting Partner: e.l.f. will own the broadcast experience across YouTube and Twitch for all U.S. events, bringing fans closer to the action through co-streamer collaborations and tune-in content designed to expand reach in real time. Tune in to the first competition on Saturday, May 2 at 3pm PT / 6pm ET to experience the e.l.f.ing magic.
• Beyond the competition floor, e.l.f. will integrate the power of dance across its sports, entertainment and music platforms including the 2026 NWSL Challenge Cup, presented by e.l.f. on Friday, June 26 in Columbus, OH and other iconic moments in culture.

"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.

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Hannah Rubin

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Source: e.l.f. Beauty