e.l.f. Cosmetics Expands Support for Girls Wrestling as Participation Surges 15%—What’s the Impact?

Partnership Reinforces Commitment Amid Fastest-Growing Girls Sport

Nestled in the heart of a broader movement, e.l.f. Cosmetics has extended its partnership with The Wonder Women of Wrestling Foundation (WWOWF) for a second year, becoming the first-ever beauty sponsor of the WWOWF Varsity Girls Wrestling Tournament set for December 29-30, 2025.

This isn’t just another sponsorship: it’s a response to an undeniable trend. Girls wrestling is now the fastest-growing high school sport in America. Participation jumped by 15% in the past year, now boasting more than 74,000 athletes as nearly 1,000 schools added girls wrestling programs. The momentum is backed by numbers—and a cultural shift, as e.l.f.'s investment targets the intersection of growth, grit, and fairness for young women athletes.

Key Growth Figures & Increased Visibility Highlight Cultural Shift

The WWOWF event in Columbia, Missouri, highlights the sport’s newfound visibility. Over 800 athletes and 94 teams from 10 states are expected to compete, with more than 1,300 attendees anticipated. The growth in attendance and awareness isn’t just about numbers; it signals a larger cultural appreciation for what was once an overlooked sport. For e.l.f., this is a chance to not only celebrate, but also back, real change.

Scholarship Expansion Opens Pathways

As part of its support, e.l.f. Cosmetics is again funding scholarships for eight college-bound senior wrestlers through the WWOWF’s annual essay competition. This move aims to lower financial barriers and create real opportunities for higher education through sport. It’s a concrete example of how corporate partnerships can tangibly affect communities—especially for young women athletes often underrepresented in collegiate and scholarship pipelines.

Industry Context: e.l.f.'s Broader Commitment to Women’s Sports

This partnership builds on e.l.f.’s expanding footprint in women’s athletics, with ongoing sponsorships across the National Women's Soccer League, Professional Women's Hockey League, and motorsports. The focus is consistent: increasing access, funding scholarships, and amplifying visibility for women in sports—an approach that distinguishes e.l.f. among consumer brands.

What Stands Out for Stakeholders?

This partnership isn’t a marketing exercise—it’s a strategic investment in the future of women’s athletics. The numbers reflect a sport at the tipping point, with growing youth participation, improved visibility, and rising institutional support. For students, families, and even investors who track brands championing cultural change, e.l.f.'s approach could signal long-term value in both brand equity and broader societal impact.

Key Takeaway

If the story of girls wrestling is any indication, surging participation and thoughtful corporate partnerships may be setting the stage for a new era in women’s sports. As e.l.f. Cosmetics supports these athletes both on and off the mat, the implications go far beyond sponsorships—hinting at deeper cultural and market shifts well worth watching.

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