e.l.f. Makes a New Play on Big Game Viewing to Throw the Ultimate Watch Party for the Community
The Big Game is here, and e.l.f. (NYSE: ELF) is making a new play, joining the live viewing experience and inviting the community to its pioneering first live watch party 'The E.L.F. TIME Show.'
This press release features multimedia. View the full release here:
e.l.f. debuts 'The E.L.F. TIME Show,' an innovative second-screen companion experience running parallel to the Big Game with an all-star host lineup led by sportscaster Suzy Shuster, actress and comedian Yvonne Orji and drag queen Heidi N Closet. (Photo: Business Wire)
The beauty brand known for disrupting norms, shaping culture and connecting communities is committed to meeting every eye, lip and face wherever they are – and research shows that 70% of Americans use an average of two or more media platforms during the Big Game.*
All the action at the 'E.L.F. TIME Show' on Sunday, Feb. 9 further amplifies the sticky bond e.l.f. has made with the football community throughout the season through the 'eyes. lips. face. fandom.' campaign that celebrates fan-favorite Power Grip Primer, the No. 1 SKU in mass cosmetics**
'With our viewing party, we unleash an e.l.f. twist on democratizing access to sports fandom. We always want to be with the community, literally where they are as their tried-and-true bestie,' said Laurie Lam, e.l.f. Beauty's Chief Brand Officer. 'And what do besties do on Big Game day? They have e.l.f.ing fun!'
Enjoy the cheesesteaks and BBQ and experience the Big Game with the e.l.f. made entertainment roster:
'The E.L.F. TIME Show'
'The E.L.F. TIME Show,' an innovative second-screen companion experience running parallel to the Big Game, has an all-star host lineup led by sportscaster Suzy Shuster, actress and comedian Yvonne Orji and drag queen Heidi N Closet. The trio will bring fun and gripping commentary and keep the party going – including giveaways – while Christopher Kouros, as 'Klaus' reports from New Orleans. Watch live across e.l.f.'s channels on TikTok, Twitch, Instagram, YouTube, Amazon and elfcosmetics.com.
Who is Klaus?
e.l.f. recently released 'e.l.f. von zehn,' a global campaign first launched in the German market that puts real product reviews through outrageously literal and seriously funny lab tests. Klaus is e.l.f.'s new 'Chief Science Officer', who awarded e.l.f.'s Power Grip Primer, Halo Glow Liquid Filter, Lash Xtndr Mascara and Glow Reviver Lip Oil an 'e.l.f. von zehn' – which translates to 11 out of 10!
'e.l.f. von zehn created a product rating scale for our global community, upholding a shared value of premium quality,' said Lam. 'Why stop there? Let's normalize the bizarre and apply Klaus' rating system to New Orleans and its attractions.'
Democratizing access
During the Big Game, the 'e.l.f. von zehn' spot will air on Tubi, which provides free entertainment to 100+ million monthly active users. e.l.f. will be the only participating beauty brand in Tubi's live Big Game programming, a first for the streaming service.
e.l.f. is the first brand sponsoring Tubi's recently launched shoppable experience, allowing viewers to shop their e.l.f. favorites directly on shop.tubi.tv without disrupting their viewing experience.
More of a puppy fan?
e.l.f. is the Official Cosmetics Partner of Animal Planet's Puppy Bowl XXI, also on Sunday. e.l.f.'s 'eyes.lips.face.fandom' ad spot will air during the four-legged sporting event on Animal Planet, Discovery and TBS. This partnership raises awareness for shelter pets and reinforces e.l.f.'s vegan and cruelty-free values.
History of total disruption:
e.l.f. is no stranger to making noise at the Big Game. In 2023, as one of the only beauty brands to show up in front of one of the largest TV audiences, e.l.f. disrupted with a sticky ad that showed everybody that beauty belongs everywhere. Last year, 'Judge Beauty' delivered a verdict at the Big Game that it's a 'crime' to overpay for makeup. This year, e.l.f. takes a multi-pronged, disruptive, never-been-done before approach to the Big Game that reflects the e.l.f. ethos to bring the best of beauty to every eye, lip and face.
Tune in across our channels Sunday, Feb. 9 at 6:30 pm ET/3:30 pm PT:
Twitch
*From AdTaxi, 2025 Super Bowl Survey.
** " *e.l.f. Cosmetics claim based on data reported by NielsenIQ through its Scantrack Service for the Mass Market Color Cosmetics category for the 52-week period ending December 28, 2024 for the US xAOC channel according to e.l.f. Cosmetics custom product hierarchy. Copyright © 2024, Nielsen Consumer, LLC.'
About e.l.f. Cosmetics
e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free and we have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.
SOURCE: e.l.f. Beauty
Copyright Business Wire 2025.
PUB: 02/07/2025 01:05 PM/DISC: 02/07/2025 01:06 PM
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You!, the brand's Twitch channel. e.l.f. continues to show up in unexpected places to support women who are breaking barriers and redefining what's possible. A bold voice for women's empowerment, e.l.f. also supports the Billie Jean King Cup, Kendall Coyne Schofield and the National Women's Hockey League, professional race car driver Katherine Legge, Paralympic swimmer Anastasia Pagonis and the Wonder Women of Wrestling Varsity Tournament, among other initiatives that democratize access for all on the playing fields. About e.l.f. Cosmetics e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at About San Diego Wave Fútbol Club San Diego Wave Fútbol Club, founded in 2021, competes in the National Women's Soccer League (NWSL). Since its inception, the Wave has quickly emerged as one of the premier clubs in global women's soccer - setting the NWSL single-game attendance record, reaching the playoffs in its inaugural season, and capturing its first trophy with the 2023 NWSL Supporters Shield. In 2024, the Club continued to make history, ranking #2 worldwide in women's soccer attendance. Committed to excellence on the pitch and impact off it, the Wave is deeply rooted in the San Diego community and proudly led by the Leichtman Levine Family. The team plays its home matches at Snapdragon Stadium, a state-of-the-art venue in the heart of the city. For more information, visit About the Kansas City Current Founded in December 2020, the Kansas City Current is led by the ownership group of Angie Long, Chris Long, Brittany Mahomes and Patrick Mahomes. The team competes in the National Women's Soccer League (NWSL). The Kansas City Current plays its home matches at CPKC Stadium, the first stadium purpose-built for a professional women's sports team. Named The Most Ambitious NWSL Club for two consecutive seasons by ESPN, the Current is proud of its many precedent-setting accomplishments. To receive updates on the Current, visit The National Women's Soccer League is the premier women's professional soccer league in the world featuring national team players from around the globe. The clubs are Angel City FC, Bay FC, Boston, Chicago Stars FC, Houston Dash, Kansas City Current, NJ/NY Gotham FC, North Carolina Courage, Orlando Pride, Portland Thorns FC, Racing Louisville FC, San Diego Wave FC, Seattle Reign FC, Utah Royals FC, and Washington Spirit.
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Teaming up with San Diego Wave and Kansas City Current for these fan-first moments—and through our partnership with the NWSL—is about more than visibility; it's about creating meaningful impact. From the players on the field to the fans in the stands, we're here to Empower. Legendary. Females. and inspire the next generation to dream bigger, play harder, and always show up as their bold, authentic selves." In San Diego, e.l.f. joins Wave FC as a Presenting Sponsor on June 22, 2025, at the Club's Pups at the Pitch match. As part of the match, Wave FC is partnering with The Animal Pad, a local dog rescue, to feature adoptable pups in-venue, including a photo moment as Wave FC players arrive to Snapdragon Stadium. Alongside the Club, e.l.f. will help shine a light on the rescue dogs — bringing to life its purpose to stand with every eye, lip, face and paw as a cruelty-free brand. Fans will have the opportunity to adopt the dogs at the match. "We're thrilled to team up with e.l.f. 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"We are excited to partner with an industry-leading brand that raises the bar for fans and the community. This opportunity will amplify our fan experience ahead of a great matchup on the pitch." Both matches will feature experiential, on-site activations designed to celebrate fandom and inspire the next generation of players. The e.l.f. Training Center will invite the community to test their soccer skills, recharge in a glow-up recovery area, and envision their future se.l.f. as a soccer star through a photo experience and custom trading cards. A storytelling wall will highlight iconic female soccer legends, and the events will be livestreamed on e.l.f. You!, the brand's Twitch channel. e.l.f. continues to show up in unexpected places to support women who are breaking barriers and redefining what's possible. A bold voice for women's empowerment, e.l.f. also supports the Billie Jean King Cup, Kendall Coyne Schofield and the National Women's Hockey League, professional race car driver Katherine Legge, Paralympic swimmer Anastasia Pagonis and the Wonder Women of Wrestling Varsity Tournament, among other initiatives that democratize access for all on the playing fields. About e.l.f. Cosmetics e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of beauty accessible to every eye, lip and face by bringing together the best of beauty, culture and entertainment. Our superpower is delivering universally appealing, premium quality products at accessible prices that are e.l.f. clean and vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at About San Diego Wave Fútbol Club San Diego Wave Fútbol Club, founded in 2021, competes in the National Women's Soccer League (NWSL). Since its inception, the Wave has quickly emerged as one of the premier clubs in global women's soccer - setting the NWSL single-game attendance record, reaching the playoffs in its inaugural season, and capturing its first trophy with the 2023 NWSL Supporters Shield. In 2024, the Club continued to make history, ranking #2 worldwide in women's soccer attendance. Committed to excellence on the pitch and impact off it, the Wave is deeply rooted in the San Diego community and proudly led by the Leichtman Levine Family. The team plays its home matches at Snapdragon Stadium, a state-of-the-art venue in the heart of the city. For more information, visit About the Kansas City Current Founded in December 2020, the Kansas City Current is led by the ownership group of Angie Long, Chris Long, Brittany Mahomes and Patrick Mahomes. The team competes in the National Women's Soccer League (NWSL). The Kansas City Current plays its home matches at CPKC Stadium, the first stadium purpose-built for a professional women's sports team. Named The Most Ambitious NWSL Club for two consecutive seasons by ESPN, the Current is proud of its many precedent-setting accomplishments. To receive updates on the Current, visit About National Women's Soccer League The National Women's Soccer League is the premier women's professional soccer league in the world featuring national team players from around the globe. The clubs are Angel City FC, Bay FC, Boston, Chicago Stars FC, Houston Dash, Kansas City Current, NJ/NY Gotham FC, North Carolina Courage, Orlando Pride, Portland Thorns FC, Racing Louisville FC, San Diego Wave FC, Seattle Reign FC, Utah Royals FC, and Washington Spirit. View source version on Contacts e.l.f BeautyLaura CosgraveLcosgrave@ San Diego Wave FCJustyne Freudjfreud@ Kansas City CurrentDani National Women's Soccer LeagueMadelyn FlaxMflax@ Sign in to access your portfolio
