ELF Sponsors Wonder Women of Wrestling Tournament

ELF Cosmetics is celebrating strength and power on and off the wrestling mat as the first beauty sponsor of the largest high school girls wrestling competition: The Wonder Women of Wrestling Varsity Tournament.

Now in its sixth year, the tournament attracted 700 athletes from 83 teams and 3,000 spectators for 1,300 matches over the two-day event held January 3-4, 2025.

A Powerful Match

ELF says it’s a power match with girls wrestling, as the entities seek to challenge misconceptions, disrupt norms and show up for its community in unexpected ways and places. The brand’s sponsorship of the Wonder Women of Wrestling Varsity Tournament reflects an ongoing dedication to support underrepresented women’s sports and inspire the next generation of aspiring athletes, officials said. The Women in Sports Foundation reports girls who played sports fulfill a variety of leadership roles in adulthood across sectors, with more than 69% of former female athletes defining their current roles as “public sphere leaders.”

“What I saw at the Wonder Women of Wrestling were dreams coming true as these young women achieved the level of play of top-tier athletes and, more importantly, gained the respect they deserve,” said Patrick O’Keefe, chief integrated marketing officer at ELF Beauty. “These young women are breaking barriers in the sport with passion, resilience, and courage—exemplifying ELF’s mission to be bold disruptors with a kind heart. This sponsorship is a continuation of ELF’s journey in empowering female athletes and investing in game-changing initiatives like this for years to come.”

ELF has also been a sponsor of the Billie Jean King Cup, the Professional Women’s Hockey League and Indy 500 driver Katherine Legge.