E.l.f. Cosmetics extended 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.

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

“At e.l.f., we don’t just show up for women’s sports—we invest in their future. 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.”

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.

The seventh annual event in Columbia, one of the largest high school girls’ wrestling competitions in the United States, is expected to:

• Draw over 800 athletes
• Include 94 teams representing 10 states
• Attract over 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.

Michael Wakim Jr, Founder and President, The Wonder Women of Wrestling Foundation commented, 

“The Wonder Women of Wrestling Foundation is excited to bring back our partnership with e.l.f. Cosmetics. 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.”

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). 

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