E.l.f. Cosmetics Teams Up with Four NWSL Players

E.l.f. Cosmetics signed four powerhouse athletes from the National Women’s Soccer League (NWSL), reinforcing its commitment to Empowering. Legendary. Females. on and off the field.

Melanie Barcenas, Abby Dahlkemper, Lo’eau LaBonta, and Jaedyn Shaw are the newest bold disruptors to join e.l.f.’s talent roster. Each one brings a powerful story of resilience, perseverance, and passion to the pitch.

Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty, said, 

“Melanie, Abby, Lo’eau, and Jaedyn are each powerhouse athletes—bold, fearless, and unapologetically themselves… As part of our e.l.f.‑in‑sports movement, they embody our mission to champion the underrepresented and inspire the next generation of girls through unstoppable positivity, inclusivity, and accessibility.”

All four players will join e.l.f. through the remainder of 2025 through editorial content, appearances, public events, interviews, social content, and exclusive campaigns across e.l.f. platforms.

Meet the Players

Barcenas, now 17, made history at 15 as the youngest player to sign with the NWSL. She continues to balance school and professional soccer as a forward for San Diego Wave FC and represents the U.S. U-17 Women’s Youth National Team.

Dahlkemper, center back for Bay FC, is a three-time NWSL Champion and World Cup winner who made a remarkable return to the field after a serious back injury sidelined her for over a year.

LaBonta, who was waived early in her career, fought her way back to become a key midfielder and captain of Kansas City Current, earning her first USWNT call-up in May 2025.

Shaw, a forward for North Carolina Courage and rising star on the U.S. Women’s National Team, became an Olympic gold medalist in 2024—all before her 20th birthday.

Earlier this year, e.l.f. became the first official makeup and skincare partner of the NWSL and was named Presenting Partner of the NWSL Challenge Cup through 2027. 

Throughout the remainder of the season, e.l.f. will continue to deliver fan-first experiences that amplify and celebrate voices on and off the field.

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