• by Sarah Mahoney , August 7, 2025

E.L.F. Beauty just signed four new names to its roster of “Empowered. Legendary. Females,” building on the company’s growing platform of inspiring women athletes. Melanie Barcenas, Abby Dahlkemper, Lo’eau LaBonta and Jaedyn Shaw — all standouts in the National Women’s Soccer League — are the brand’s newest faces. Each brings a compelling personal story: Barcenas made NWSL history at just 15; Dahlkemper returned to the field after a back injury; LaBonta fought her way from waiver to captain; and Shaw is an Olympic gold medalist and Gen Z role model.

Each of them are “powerhouse athletes—bold, fearless, and unapologetically themselves,” said Patrick O’Keefe, E.L.F. Beauty’s chief integrated marketing officer, in the press release. “They’re not just shaking up the game—they’re rewriting the rules of what it means to lead, to inspire, and to be legendary.”

The new signings build on the beauty brand’s multiyear partnership with the NWSL, which includes presenting sponsorship of this summer’s Challenge Cup and fan-first experiences across stadiums. It’s part of a broader campaign to align E.L.F. with all kinds of women athletes, from NASCAR driver Katherine Legge to tennis legend Billie Jean King.

That brand momentum helped fuel success, even as other beauty companies are hitting speed bumps. The Oakland, California-based company just posted a 9% year-over-year revenue gain to $353.7 million, its 26th consecutive quarter of net sales growth. Still, it marks the second quarter in a row where sales gains fell into the single digits – admirable for almost any other company, but worrisome when it comes to E.L.F.

Higher tariff costs bit into margins, and net income fell to $33.3 million in the quarter, down from $47.6 million in the year-ago period.

And given ongoing tariff uncertainty, the company pulled its full-year guidance. About 75% of the company’s products are made in China, and currently, subject to a 55% tax once they arrive in the U.S. for sale.

And the company offered limited details about its recent $800 million acquisition of Hailey Bieber’s Rhode brand.

The report sent the company’s stock price up as much as 13% after the announcement.

Analysts praised the quarter’s consistency but flagged investor unease. “We would remain on the sidelines,” wrote Oppenheimer’s Rupesh Parikh, citing low visibility on Rhode integration and FY26 projections.