In an advertisement for e.l.f. Cosmetics, Jennifer Coolidge sat in front of a vanity packed with beauty products, wearing a ...

The beauty industry is officially betting on sports. Some may try to chalk this up to the Taylor Swift effect, but that doesn’t give women—and their varied, multifaceted interests—enough credit.

The beauty industry is officially betting on sports. Some may try to chalk this up to the Taylor Swift effect, but that doesn’t give women—and their varied, multifaceted interests—enough credit.

A third of the women’s sports audience would describe themselves as strongly interested in beauty and cosmetics, according to GWI. Women’s sports fans tend to have deeper, more intimate ...

e.l.f.’s growing portfolio now includes partnerships across hockey, soccer, wrestling, tennis, racing, swimming, and more, ...