e.l.f. Cosmetics Partners with Katherine Legge for NASCAR’s Coca-Cola 600

CONCORD, N.C. — e.l.f. Cosmetics is gearing up for NASCAR‘s Coca-Cola 600 this weekend with a major partnership featuring professional race car driver Katherine Legge. This immersive experience is set to celebrate the brand’s commitment to female empowerment.

Legge will drive in the NASCAR Xfinity Series’ BetMGM 300 on May 24. As the only female driver in the race, she will promote e.l.f. through her e.l.f.-branded car and fire suit.

“At e.l.f., we’re bold disruptors,” said Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Beauty. “When we learned that nearly 40% of NASCAR fans are women, we saw a call to action.” He highlighted Legge’s representation as a testament to believing in oneself and pursuing dreams.

During the Coca-Cola 600 weekend, e.l.f. will host the Power Grip Garage activation. Guests can experience the new Jumbo Power Grip Primer and participate in various activities, including meet-and-greets with Legge and a video wall for fan messages.

“My partnership with e.l.f. is truly astonishing,” Legge shared. “Together, we are breaking barriers and championing representation like never before.”

For those unable to attend, e.l.f. invites the community to engage virtually by racing Legge’s car in their Roblox experience, e.l.f. UP!

The Jumbo Power Grip Primer launched on May 22 for Beauty Squad members and goes live for everyone on May 26.

This collaboration aims to inspire women and enhance inclusivity within racing and beauty.