e.l.f. Cosmetics becomes the first beauty company to sponsor a driver in the Indianapolis 500 race. They will be sponsoring Katherine Legge, who will be competing in the 2024 Indianapolis race.

The partnership between e.l.f. and Legge began last year when the latter broke records for the fastest one lap and four lap qualifying race for a female driver in the history of the Indy 500 race. Now, aside from sponsoring Legge in the competition, e.l.f. Cosmetics will be featured on Legge’s car during the race. Her car, a Honda Dallara, will feature a vivid red-and-pink gradient design decked with the e.l.f. Cosmetics logo.

Katherine Legge herself has been a record smasher on the racing track. In 2012, she became the ninth female driver to qualify for the Indy 500 race. In the 2024 race, she will be the only female driver on the track. She has spoken about wanting to be a race car driver since she was nine, never imagining that she would be sponsored by a beauty company. The entry of cosmetics and beauty brands in the racing field could pave roads for expanding audiences for cosmetics products, pushing barriers and changing norms in both industries.

e.l.f. Cosmetics is not the only beauty company to partner with sports teams and players. Glossier, for example, has a sponsorship deal with the American Women’s National Basketball Association, while American sprinter Sydney Mclaughlin-Levrone became a Neutrogena ambassador. In India, the Mumbai Indians team is sponsored by beauty brand Lovechild by Masaba, along with Lotus Herbals.