# Beauty Brand-Backed Race Cars e.l.f. Cosmetics is the Newest Sponsor of the Indianapolis 500 By Kanesa D | Published 2024-04-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/indianapolis-500 References: [hypebae](https://hypebae.com/2024/4/e-l-f-cosmetics-indianapolis-500-katherine-legge-motorsports-beauty-sponsor) & [elfcosmetics](https://www.elfcosmetics.com/)  [e.l.f. Cosmetics](https://www.trendhunter.com/trends/ojos-labios-cara) is becoming the first beauty brand to enter motorsports sponsorship, marking a significant milestone in its history. The collaboration taps Katherine Legge, a seasoned professional racer and record-breaker notable in motorsports history. Her achievements include being the ninth woman to qualify for the prestigious Indianapolis [500](https://www.trendhunter.com/trends/pbr-x-grillos-pickle-beer) race 2012, a testament to her skill, determination, and passion for racing. In the upcoming 2024 race, Legge stands out as the sole female driver, with plans to take the wheel of the No. 51 e.l.f. [Honda](https://www.trendhunter.com/trends/unstoppable-dreams) Dallara race car. This unique vehicle will feature the e.l.f. Cosmetics logo and a striking pink and red wrap. The partnership between e.l.f. Cosmetics and Katherine Legge represents a shared ethos of empowerment, resilience, and pushing boundaries. Image Credit: e.l.f. Cosmetics, [hypebae](https://hypebae.com/2024/4/e-l-f-cosmetics-indianapolis-500-katherine-legge-motorsports-beauty-sponsor), [elfcosmetics](https://www.elfcosmetics.com/) ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 83% | Activity: 75% | Freshness: 23% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Key Themes Behind This Trend - **Beauty Brand Motorsports Sponsorship:** Opportunity for beauty brands to enter the motorsports industry through sponsorship, leveraging unique marketing strategies. - **Female Driver Representation in Motorsports:** Increasing focus on female drivers in motorsports providing opportunities for diverse talent and audience engagement. - **Cross-industry Collaboration in Racing:** Potential for collaborations between beauty brands and racing teams to create innovative partnerships and reach new audiences. ### Where This Applies - **Cosmetics:** Cosmetics industry can explore new marketing channels and brand visibility through motorsports sponsorships. - **Motorsports:** Motorsports industry can benefit from diversification and expanding fanbase by partnering with unconventional sponsors like beauty brands. - **Collaborative Marketing:** Brands across industries can join forces to create fresh, engaging marketing campaigns that appeal to a wider customer base. ## Related on Trend Hunter - [All-Female Racing Partnerships](https://www.trendhunter.com/trends/allfemale-racing.md) - [Lipstick Graphic Race Cars](https://www.trendhunter.com/trends/hot-lips-car.md) - [Inclusivity-Forward Skincare Partnerships](https://www.trendhunter.com/trends/elemis-x-aston-martin.md) - [Sports-Fan-Inspired Beauty Campaigns](https://www.trendhunter.com/trends/eyes-lips-face-fandom.md) - [Hockey Fan Cosmetic Campaigns](https://www.trendhunter.com/trends/eyesleafsface.md) - [Soccer Athlete-Starring Beauty Campaigns](https://www.trendhunter.com/trends/jess-carter.md) - [Inclusive Beauty Campaigns](https://www.trendhunter.com/trends/judge-beauty.md) - [Beauty-Branded Film Series](https://www.trendhunter.com/trends/art-basel-miami-beach.md) - [Exclusive Game-Face-Ready Collaborations](https://www.trendhunter.com/trends/spirit-stripes.md)