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Dive Brief:

• E.l.f. Cosmetics has partnered with the International Dance League to establish a content studio and serve as its livestream partner, according to a press release.
• The beauty brand will also be on-site at IDL events to provide makeup services for competitors, with a focus on its Power Grip Primer product. Together, the partners will work to integrate competitive dance across music, sport and entertainment platforms, including at the 2026 NWSL Challenge Cup, presented by E.l.f.
• The social media-forward aspect of the partnership is indicative of dance’s appeal on social media platforms. The sport has 181 billion hashtag views on TikTok, making it the second most viewed category, per data cited in the press release. The content studio will provide both E.l.f. and the IDL an opportunity to tap into that audience.

Dive Insight:

As a founding partner of the IDL’s 2026 season, E.l.f. will be granted access to its growing audience of dance enthusiasts, many of whom fall into the brand’s target demographic.

Twenty-six million people dance in the U.S. annually, making it an incredibly popular activity, per data shared in press materials. Founded in 2025 as what it calls the world’s first professional dance league, IDL’s inaugural event sold out a venue with over 2,000 consumers while content reached 100 million views within 10 days, with 68% of the audience made up of women between the ages of 18 and 34. The league’s 2026 season will take place in New York and Los Angeles as well as international cities Sydney, Vancouver, British Columbia and Seoul, South Korea. After each competition, participants will leave with an E.l.f. makeup kit. 

Events will be livestreamed on YouTube and Twitch, further expanding reach. The broadcasts will include co-streamer collaborations and other content. 

“Dance is one of the most powerful expressions of identity, connection and self-belief, yet it’s been underserved for far too long,” said Patrick O’Keefe, Chief Integrated Marketing Officer, E.l.f. Beauty, in a press release. “The 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.”  

Many brands have increased their focus on sports and sports leagues popular with women in recent years, especially as they prove to be an ongoing source of interest and passion for many consumers. Dance, which is often seen as bridging the gap between sports and art, provides E.l.f. with a unique opportunity to connect with both interests. The beauty company routinely leverages social media to connect with young consumers and was the first to test Twitch’s livestream shopping ads in 2025.

In April, E.l.f. promoted Kory Marchisotto, its longtime CMO, to president of E.l.f. Brands. The company has seen 28-straight quarters of growth, with Q4 2025 sales reaching $489.5 million, a 38% year-over-year increase, according to an earnings release. The strong performance was credited to growth in retailer and e-commerce channels.