e.l.f. Cosmetics Is Sponsoring A Woman Attempting One Of Motorsport’s Most Brutal Challenges Ever

Beauty brand e.l.f. Cosmetics is heading back to the racetrack this May 24—but this time, history is on the line.

For the third consecutive year, e.l.f. is sponsoring Canadian race driver Katherine Legge as she attempts one of the most physically demanding feats in motorsport: competing in both the Indy 500 and the Coca-Cola 600 on the very same day.

That’s 1,100 miles, two races, 24 hours, and one woman behind the wheel.

The moment marks the first time in racing history that a female driver will attempt the legendary endurance double-header—a challenge so intense it’s widely considered one of the sport’s ultimate tests of stamina, focus, and resilience.

And e.l.f.’s involvement goes far beyond logo placement.

As the first cosmetics brand ever to sponsor a female driver attempting the historic feat, the partnership reflects a broader push toward visibility and representation in a sport where women remain dramatically underrepresented. Currently, women receive just 1% of sports sponsorships, make up only 4% of drivers on track, and are twice as likely to leave racing within their first five years.

Which makes this moment feel bigger than motorsport.

For e.l.f.—a brand increasingly known for aligning itself with culture-shifting conversations around inclusivity, disruption, and female ambition—Katherine Legge represents exactly the kind of barrier-breaking energy the company wants to amplify.

Across race weekend, the brand will activate at both the Indy 500 and Coca-Cola 600 through on-track branding, FanZone experiences, and immersive fan activations designed to bring audiences closer to the action.

But perhaps most importantly, the partnership places female athleticism, endurance, and leadership at the centre of one of the biggest weekends in sports.

Fast cars, history-making ambition, and a beauty brand helping shift the narrative? Honestly, we’ll be watching. —Noa Nichol