e.l.f. Cosmetics has announced it will continue its partnership with The Wonder Women of Wrestling Foundation (WWOWF) for a second consecutive year, reaffirming its involvement in the rapidly expanding girls’ wrestling scene in the United States.
The beauty brand, part of e.l.f. Beauty (NYSE: ELF), will once again serve as the first-ever beauty sponsor of the WWOWF Varsity Girls Wrestling Tournament, scheduled to take place on December 29–30, 2025, in Columbia, Missouri. The event marks the seventh annual edition of the tournament and is recognised as one of the largest high school girls wrestling competitions in the country.
Girls wrestling is currently the fastest-growing high school sport in America. Participation exceeded 74,000 athletes during the 2024–2025 school year, reflecting an increase of around 15% compared with the previous year. Nearly 1,000 additional schools also introduced girls wrestling programmes over the same period, according to data from the National Federation of State High School Associations.
This year’s tournament in Columbia is expected to draw more than 800 athletes, featuring 94 teams from 10 states and welcoming over 1,300 spectators. Organisers say attendance and awareness have continued to rise year-on-year, highlighting changing attitudes towards the sport at a national level.
As part of the renewed sponsorship, e.l.f. Cosmetics will again provide scholarships to eight senior wrestlers heading to college. The awards are delivered through the Wonder Women of Wrestling Foundation’s annual essay competition and aim to reduce financial pressures while opening routes to higher education through sport.
“At e.l.f., we don’t just show up for women’s sports—we invest in their future,” said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty. “Girls wrestling is growing at record speed, yet resources haven’t always kept pace. Our partnership with The Wonder Women of Wrestling Foundation is about expanding access, amplifying visibility and ensuring these athletes are seen, supported and celebrated. When girls are given opportunity, they don’t just compete—they change the game.”
The partnership also aligns with e.l.f.’s wider involvement in women’s sport, which includes the National Women’s Soccer League, Billie Jean King Cup, Professional Women’s Hockey League, and motorsports through Coca-Cola 600 driver Katherine Legge. Across these initiatives, the company focuses on access, visibility, scholarships and grassroots development.
“The Wonder Women of Wrestling Foundation is excited to bring back our partnership with e.l.f. Cosmetics,” said Michael Wakim Jr, Founder and President, The Wonder Women of Wrestling Foundation. “Working together we hope to not only grow the reach of our foundation but also the growth of this amazing sport. With the support of e.l.f. Cosmetics we are able to continue to grow our scholarship programs and get these amazing young wrestlers exposure on a worldwide level.”
e.l.f. Cosmetics wished competitors success as they prepare to compete at the 2025 Wonder Women of Wrestling Varsity Girls Tournament.
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. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.
