e.l.f. Beauty has launched a new chapter of its 'Show Yourse.l.f.' film series, spotlighting professional soccer player Jess Carter of NJ/NY Gotham FC and the England national team. The campaign centers on Carter’s powerful story of representation, exploring how visibility in both sport and beauty can inspire confidence and drive change.
Growing up without prominent female role models in soccer, Carter now uses her platform to demonstrate what is possible for young athletes, showing that representation can transform aspirations into achievements. Her partnership with e.l.f. also "highlights the importance of democratizing access to beauty, illustrating how self-expression—such as her signature bold brows—can fuel empowerment both on and off the field."
As women’s soccer continues to grow, Carter remains committed to encouraging girls to stay in the game, proving that representation in sports and beauty has the power to shape futures and redefine possibilities.
Soccer Athlete-Starring Beauty Campaigns
e.l.f. Partners with the NWSL's Jess Carter
Trend Themes
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Athlete-led Beauty Collaborations — Collaborations between beauty brands and athletes offer a unique platform for promoting empowerment and diversity.
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Inclusive Marketing Campaigns — Marketing strategies that emphasize inclusivity and representation can resonate deeply with diverse audiences.
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Sports-influenced Beauty Trends — Beauty trends inspired by sports figures highlight the intersection of athleticism and personal style.
Industry Implications
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Beauty Industry — The beauty industry is harnessing sports figures to create campaigns that emphasize authenticity and personal empowerment.
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Sports Industry — The sports sector is becoming increasingly intertwined with lifestyle and beauty, reflecting wider cultural trends.
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Marketing Industry — Marketing firms are focusing on collaborations that combine sports and beauty to capture attention and drive brand loyalty.