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

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Dance is entertainment. Dance is sport. Dance is e.l.f. made. OAKLAND, Calif., April 29, 2026--(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. 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...

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