e.l.f. Cosmetics Extends Partnership with The Wonder Women of Wrestling Foundation
e.l.f. doubles down on the fastest-growing high school sport to expand access, visibility and opportunity for the next generation of women athletes
e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE:ELF), the bold disruptor with a kind heart, today announced the extension of its partnership with The Wonder Women of Wrestling Foundation (WWOWF) for a second consecutive year. e.l.f. returns as the first-ever beauty sponsor of the WWOWF Varsity Girls Wrestling Tournament on December 29-30, 2025, in Columbia, Missouri.
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e.l.f. Cosmetics Extends Partnership with The Wonder Women of Wrestling Foundation
This continued partnership reinforces e.l.f.'s commitment to leveling the playing field for women and girls in sports, particularly in disciplines and communities that have historically lacked visibility, funding and access.
Girls wrestling is the fastest-growing high school sport in America. Participation rose to more than 74,000 athletes in the 2024–2025 school year—an increase of approximately 15% over the prior year—and nearly 1,000 additional schools added girls wrestling programs year-over-year.* What was once overlooked is now rapidly gaining momentum—and e.l.f. is investing where growth, grit and opportunity intersect.
The seventh annual event in Columbia, one of the largest high school girls wrestling competitions in the United States, is expected to:
- Draw more than 800 athletes
- Include 94 teams representing 10 states
- Attract more than 1,300 spectators
The tournament continues to experience meaningful year-over-year growth in attendance and awareness—signaling a broader cultural shift in how girls wrestling is valued, followed and celebrated nationwide.
As part of its sponsorship, e.l.f. Cosmetics will once again support eight college-bound senior wrestlers through scholarships awarded via the Wonder Women of Wrestling Foundation's annual essay competition, helping reduce financial barriers and create new pathways to higher education through sport.
"At e.l.f., we don't just show up for women's sports—we invest in their future," said Patrick O'Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty. "Girls wrestling is growing at record speed, yet resources haven't always kept pace. Our partnership with The Wonder Women of Wrestling Foundation is about expanding access, amplifying visibility and ensuring these athletes are seen, supported and celebrated. When girls are given opportunity, they don't just compete—they change the game."
The partnership with WWOWF builds on e.l.f.'s broader leadership in women's sports, including long-term investments in the National Women's Soccer League (NWSL), Billie Jean King Cup, Professional Women's Hockey League (PWHL), and motorsports (Coca-Cola 600 driver Katherine Legge). Across these partnerships, e.l.f. focuses on creating tangible outcomes—expanding access to sport, increasing visibility for women athletes, funding scholarships and grassroots programs, and helping build sustainable pathways so the next generation of girls can participate, compete and lead with confidence.
"The Wonder Women of Wrestling Foundation is excited to bring back our partnership with e.l.f. Cosmetics," said Michael Wakim Jr, Founder and President, The Wonder Women of Wrestling Foundation. "Working together we hope to not only grow the reach of our foundation but also the growth of this amazing sport. With the support of e.l.f. Cosmetics we are able to continue to grow our scholarship programs and get these amazing young wrestlers exposure on a worldwide level."
e.l.f. Cosmetics proudly wishes all competitors the best of luck as they take to the mat at the 2025 Wonder Women of Wrestling Varsity Girls Tournament, ready to compete, lead and inspire what's next.
* National Federation of State High School Associations (NFHS)
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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