E.l.f. Cosmetics is busting out some new business moves.

The makeup and skin care brand has been named a founding partner of the International Dance League (IDL), ahead of the 2026 season. A first-of-its-kind organization, IDL’s inaugural competition will kick off on Saturday, with six professional teams — 1 Million, Jam Republic, Brotherhood, Quick Style, GRV and Royal Family — set to compete in five series across the globe.

“At E.l.f., we don’t wait for culture, we move with the communities shaping it,” said Patrick O’Keefe, integrated marketing officer of E.l.f. Beauty, in a statement. “Dance is one of the most powerful expressions of identity, connection and self-belief, yet it’s been underserved for far too long. The International Dance League is creating a platform this community has always deserved. We’re showing up as a founding partner to help build it, elevating how dancers compete, create and are seen on a global stage.”

Within this new partnership, E.l.f. will host a number of branded events, bringing professional makeup artists on-site to help with touch-ups and pre-stage prep using products from the cult-favorite Power Grip family. In addition, the brand will present the official IDL livestream, broadcasting each dance series across YouTube and Twitch for all U.S. viewers. The brand also plans to leverage its cross-industry audience to power this partnership, with a special activation at the 2026 National Women’s Soccer League (NWSL) Challenge Cup on June 26.

In March, E.l.f. honored the start of the second year in its three-year contract with the NWSL by welcoming Kansas City Current star Ally Sentnor to its athlete pool, which also includes Current player Lo’eau LaBonta and Gotham FC members Jaedyn Shaw and Jess Carter.

E.l.f.’s role in IDL transcends that of a typical partner, said Connor Lim, cofounder and chief executive officer, in the statement. “They didn’t just show up, they showed up to help build a platform where creativity, self-expression and individuality are truly celebrated. That kind of partnership doesn’t just support artists, it changes what’s possible for the next generation,” Lim continued.

Positioning itself at the intersection of beauty and sports is just one way E.l.f. is showing out for its consumers these days. Another is category forays. In January, the brand teamed with H&M to debut its inaugural fragrance line, “Make It Make Scents,” featuring three long-lasting eau de parfums inspired by its bestselling product families: Power Grip, Halo Glow and Camo Blend. The trio of scents, each priced at $29.99, were available to purchase online and at select H&M stores for a limited time.