e.l.f. Beauty has unveiled the latest instalment of its award-winning film series Show Yourse.l.f., featuring Jess Carter, professional footballer for NJ/NY Gotham FC and the England women’s national team. The new episode traces Carter’s journey to the top of the women’s game, highlighting how she overcame challenges to become a role model for future generations of athletes.
The Show Yourse.l.f. series, created with purpose-driven agency OBERLAND, celebrates individuals who transform adversity into strength and inspire others through their stories. At its core is e.l.f.’s mission to widen access, not just to beauty, but also to sport and ambition, by amplifying visibility and representation. The brand says visibility remains a critical barrier in women’s sport, where many young girls still struggle to imagine themselves on the pitch, in stadiums, or on screen.
Previous episodes of the series have featured figures such as activist and astronaut Amanda Nguyen, Paralympic swimmer Anastasia Pagonis, performance artist Viktoria Modesta, and artist Chella Man, whose story was nominated for both a Tribeca X Social Impact Award and a Tribeca X Environmental Impact Award. Carter continues this legacy of trailblazers, embodying resilience and individuality while “boldly disrupting norms” in football and beyond.
Reflecting on her journey, Carter said: “I didn’t grow up watching a girls’ football [soccer] team, so I didn’t even know this could be a profession. I just loved the game. Without my coach who started a girls’ team in my hometown, I may never have known that women’s football even existed. Now I get to be that role model I didn’t have, someone little girls can look at and say, ‘She looks like me, she comes from where I come from, and nothing can stop me from doing the same.’”
The film also sheds light on broader challenges in girls’ participation in sport. According to the Women’s Sports Foundation, girls drop out of sport at twice the rate of boys by the age of 14 and have 1.3 million fewer high school sports opportunities. Research from the Billie Jean King Foundation further highlights that 85% of women who played sport attribute their professional success to those experiences, illustrating the long-term value of participation.
“Jess Carter is reclaiming power and redefining leadership for the next generation,” said Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty. “Every time Jess defends the ball on the field, we hear the sound of barriers breaking. Jess shows us that ‘femininity is a woman being her confident self in any format’ whether ‘a princess or a bulldozer.’ That bold truth is the essence of Show Yourse.l.f. – owning your power, walking in your strength and inspiring the world by being unapologetically you.”
Carter’s story encapsulates the central message of Show Yourse.l.f., embracing individuality and strength regardless of societal expectations. The film highlights her journey from moments of doubt to mastering her own style of play, redefining both her performance and her personal identity.
To mark the launch of Carter’s episode, e.l.f. Beauty announced a donation to South Bronx United, a youth development organisation that uses football as a platform for social change. The organisation focuses on educational achievement, health, wellness, and character-building through sport.
Show Yourse.l.f. continues to build on e.l.f. Beauty’s purpose-led strategy, using storytelling to champion empowerment and representation. Carter’s inclusion adds another powerful voice to the series, one that resonates beyond sport, inspiring young women to see limitless possibilities in themselves.
The new season of Show Yourse.l.f. is now live on e.l.f. Cosmetics’ YouTube channel, where viewers can watch Carter’s episode and explore the full series.
