{"success":true,"data":{"pressRelease":{"id":"32736","rtpr_id":"nBw9b0JsSa","ticker":"ELF","exchange":"NYSE","all_tickers":["ELF"],"title":"e.l.f. Cosmetics Rewrites the Rules of the Road with Katherine Legge as She Attempts “The Double”","author":"Business Wire","published_at":"2026-05-13T04:01:00.102Z","article_body":"e.l.f. Cosmetics Rewrites the Rules of the Road with Katherine Legge as She\nAttempts “The Double”\n\nThrough its empowering.legendary.females. platform, e.l.f. is fueling the\nfuture with Katherine Legge as she becomes the first woman to pursue two of\nauto racing’s legendary events in the same day\n\ne.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), a bold disruptor\nwith a kind heart, is fueling history as professional race car driver\nKatherine Legge attempts to complete “The Double,” racing in both the\nIndianapolis 500 (Indy 500) and Coca-Cola 600 on the same day: Sunday, May 24,\n2026.\n\nThis press release features multimedia. View the full release here:\nhttps://www.businesswire.com/news/home/20260512521955/en/\n(https://www.businesswire.com/news/home/20260512521955/en/)\n\ne.l.f. Cosmetics is fueling history as professional race car driver Katherine\nLegge attempts to complete “The Double,\" racing in both the Indianapolis 500\n(Indy 500) and Coca-Cola 600 on the same day.\n\nLegge will become the first woman ever to attempt “The Double,” one of the\nrarest feats in motorsports. Across 1,100 miles in a single day, drivers must\nrapidly adapt between two entirely different racing disciplines, vehicles and\nphysical demands. Only five drivers in history have attempted it and just one\nhas completed it.\n\nAs Legge’s primary partner across both races, e.l.f. is showing up in full\nforce on the track and alongside its community every mile of the way.\n\nThis marks the fourth year of partnership between e.l.f. and Legge, rooted in\na shared belief that when women are given access to spaces traditionally\nclosed to them, anything is e.l.f.ing possible. e.l.f. is continuing to invest\nin visibility, representation and opportunities that help women move from the\nsidelines to the starting line.\n\nWhat drives e.l.f.? The stats*:\n\n\n * Women receive just 1% of all sport sponsorships\n\n * Women account for only 4% of drivers on tracks\n\n * Women are 2x more likely to feel forced out of racing within the first five\nyears\n\n“At e.l.f., we believe culture moves forward when more women are given the\nopportunity to own their stories, break barriers and redefine what is\npossible,” said Patrick O’Keefe, Chief Integrated Marketing Officer,\ne.l.f. Beauty. “Katherine attempting ‘The Double’ is a reflection of\nwhat empowering.legendary.females. looks like in action – backing women who\npush boundaries and inspire the next generation to dream even bigger.\nTogether, we are building experiences that invite our community into that\njourney and remind every eye, lip and face that the road opens wider when\nwomen are in the driver’s seat.”\n\nLegge will compete in the Indianapolis 500\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.elfbeauty.com%2Farticles%2Fe-l-f-cosmetics-fuels-katherine-legge-s-return-to-the-indianapolis-500-with-eyes-lips-fuel-takeover&esheet=54534924&newsitemid=20260512521955&lan=en-US&anchor=Indianapolis+500&index=1&md5=144a8a92a1d21ba8f0948d13bf3eedf0)\nbefore immediately traveling to Charlotte Motor Speedway to be on the starting\nline at the Coca-Cola 600 later that evening.\n\n“Very few drivers ever get the opportunity to attempt ‘The Double,’ and\nI do not take that opportunity lightly,” said Legge. “This challenge is\nabout pushing through perceived limits, betting on yourse.l.f., taking risks\nand trying to do something unique. I am so incredibly grateful to e.l.f. for\nbelieving in what this moment represents and for building a community around\nit.”\n\nAs part of its “eyes.lips.fuel.” activation, inspired by e.l.f.'s Glow\nReviver Lip Oil Stick, e.l.f. will transform the Fan Zone at both Indy 500 and\nCoca-Cola 600 into an immersive experience designed to bring fans into the\naction both on and off the track. Fans can explore a storytelling wall\nchronicling Legge's barrier-breaking journey, send her well wishes before she\ntakes to the track, race through e.l.f. UP! on Roblox and bedazzle limited\nedition e.l.f. merch. Since no fan should face race day unprotected, e.l.f.\nSKIN will be on-site with complimentary SPF for every eye, lip, and face in\nthe crowd.\n\nFor fans unable to attend in person, e.l.f. is democratizing access to race\nweekend far beyond the track through immersive digital experiences.\n\n\n * On Snap, e.l.f. will launch three custom Lenses, including two gamified racing\nexperiences inspired by Legge’s Indy 500 and Coca-Cola 600 cars alongside an\ninteractive Lens allowing fans to virtually try on her fire suit.\n\n * Inside e.l.f.UP! on Roblox, players can race vehicles inspired by Legge’s\nattempt at “The Double,” while Glow Up!, e.l.f.’s social beauty\nexperience, will introduce a new aspirational race car driver character\ninspired by Legge’s journey.\n\n * e.l.f. will also bring the community directly into the action through live\ncoverage on Twitch via the elfyou channel, offering real-time access to both\nrace weekends through IRL livestreaming from Indianapolis and Charlotte.\n\neyes.lips.fuel. is a reflection of e.l.f.’s long-standing commitment to\nempowering.legendary.females. and backing women like Billie Jean King, Kendall\nCoyne Schofield, Ally Sentnor, Jaedyn Shaw, Jess Carter, Lo'eau LaBonta and\nFlau’jae Johnson, who are reshaping industries where representation has\nhistorically lagged behind. As sports culture continues to evolve, e.l.f. sees\nmotorsports and women’s sports at large as an opportunity to help drive\ngreater visibility, participation and belonging for women both on and off the\ntrack, proving that access changes outcomes and representation fuels\npossibility.\n\nIndy 500 will air Sunday, May 24 on FOX, followed by the Coca-Cola 600 later\nthat evening on Amazon Prime Video.\n\n*Sources: BBN\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.bbn.sarl%2Fnews%2Fwomen-breaking-barriers-in-motorsports-profiles-and-progress&esheet=54534924&newsitemid=20260512521955&lan=en-US&anchor=BBN&index=2&md5=5d2b25e6e6dd47c7f3e3fccb6c51e7e5)\n, Autoweek\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.autoweek.com%2Fracing%2Fmore-racing%2Fa64563375%2Franks-of-women-motorsports-growing-fast%2F&esheet=54534924&newsitemid=20260512521955&lan=en-US&anchor=Autoweek&index=3&md5=b3da9e30d44eab10cc0efbb688202cbb)\n, More Than Equal\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.morethanequal.com%2Fresearch-and-innovation%2Finside-track&esheet=54534924&newsitemid=20260512521955&lan=en-US&anchor=More+Than+Equal&index=4&md5=06e7cb5982125e08059612596e3191c7)\n\nAbout e.l.f. Cosmetics\n\ne.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing\npossible. We are a different kind of company that disrupts norms, shapes\nculture and connects communities through positivity, inclusivity and\naccessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of\nbeauty accessible to every eye, lip and face by bringing together the best of\nbeauty, culture and entertainment. Our superpower is delivering universally\nappealing, premium quality products at accessible prices that are e.l.f. clean\nand vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We\nare proud to have products made in Fair Trade Certified™ facilities. Learn\nmore at www.elfcosmetics.com\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.elfcosmetics.com&esheet=54534924&newsitemid=20260512521955&lan=en-US&anchor=www.elfcosmetics.com&index=5&md5=b0548765c650302677495128adf13f12)\n.\n\n\n\nView source version on businesswire.com:\nhttps://www.businesswire.com/news/home/20260512521955/en/\n(https://www.businesswire.com/news/home/20260512521955/en/)\n\nMedia Contacts \n\nHannah Rubin\n\nHrubin@elfbeauty.com (mailto:Hrubin@elfbeauty.com)\n\n\nCopyright Business Wire 2026","article_body_html":"","raw_payload":{"data":{"id":"nBw9b0JsSa","title":"e.l.f. Cosmetics Rewrites the Rules of the Road with Katherine Legge as She Attempts “The Double”","author":"Business Wire","ticker":"ELF","created":"2026-05-13T04:01:00.102Z","tickers":["ELF"],"exchange":"NYSE","article_body":"e.l.f. Cosmetics Rewrites the Rules of the Road with Katherine Legge as She\nAttempts “The Double”\n\nThrough its empowering.legendary.females. platform, e.l.f. is fueling the\nfuture with Katherine Legge as she becomes the first woman to pursue two of\nauto racing’s legendary events in the same day\n\ne.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), a bold disruptor\nwith a kind heart, is fueling history as professional race car driver\nKatherine Legge attempts to complete “The Double,” racing in both the\nIndianapolis 500 (Indy 500) and Coca-Cola 600 on the same day: Sunday, May 24,\n2026.\n\nThis press release features multimedia. View the full release here:\nhttps://www.businesswire.com/news/home/20260512521955/en/\n(https://www.businesswire.com/news/home/20260512521955/en/)\n\ne.l.f. Cosmetics is fueling history as professional race car driver Katherine\nLegge attempts to complete “The Double,\" racing in both the Indianapolis 500\n(Indy 500) and Coca-Cola 600 on the same day.\n\nLegge will become the first woman ever to attempt “The Double,” one of the\nrarest feats in motorsports. Across 1,100 miles in a single day, drivers must\nrapidly adapt between two entirely different racing disciplines, vehicles and\nphysical demands. Only five drivers in history have attempted it and just one\nhas completed it.\n\nAs Legge’s primary partner across both races, e.l.f. is showing up in full\nforce on the track and alongside its community every mile of the way.\n\nThis marks the fourth year of partnership between e.l.f. and Legge, rooted in\na shared belief that when women are given access to spaces traditionally\nclosed to them, anything is e.l.f.ing possible. e.l.f. is continuing to invest\nin visibility, representation and opportunities that help women move from the\nsidelines to the starting line.\n\nWhat drives e.l.f.? The stats*:\n\n\n * Women receive just 1% of all sport sponsorships\n\n * Women account for only 4% of drivers on tracks\n\n * Women are 2x more likely to feel forced out of racing within the first five\nyears\n\n“At e.l.f., we believe culture moves forward when more women are given the\nopportunity to own their stories, break barriers and redefine what is\npossible,” said Patrick O’Keefe, Chief Integrated Marketing Officer,\ne.l.f. Beauty. “Katherine attempting ‘The Double’ is a reflection of\nwhat empowering.legendary.females. looks like in action – backing women who\npush boundaries and inspire the next generation to dream even bigger.\nTogether, we are building experiences that invite our community into that\njourney and remind every eye, lip and face that the road opens wider when\nwomen are in the driver’s seat.”\n\nLegge will compete in the Indianapolis 500\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.elfbeauty.com%2Farticles%2Fe-l-f-cosmetics-fuels-katherine-legge-s-return-to-the-indianapolis-500-with-eyes-lips-fuel-takeover&esheet=54534924&newsitemid=20260512521955&lan=en-US&anchor=Indianapolis+500&index=1&md5=144a8a92a1d21ba8f0948d13bf3eedf0)\nbefore immediately traveling to Charlotte Motor Speedway to be on the starting\nline at the Coca-Cola 600 later that evening.\n\n“Very few drivers ever get the opportunity to attempt ‘The Double,’ and\nI do not take that opportunity lightly,” said Legge. “This challenge is\nabout pushing through perceived limits, betting on yourse.l.f., taking risks\nand trying to do something unique. I am so incredibly grateful to e.l.f. for\nbelieving in what this moment represents and for building a community around\nit.”\n\nAs part of its “eyes.lips.fuel.” activation, inspired by e.l.f.'s Glow\nReviver Lip Oil Stick, e.l.f. will transform the Fan Zone at both Indy 500 and\nCoca-Cola 600 into an immersive experience designed to bring fans into the\naction both on and off the track. Fans can explore a storytelling wall\nchronicling Legge's barrier-breaking journey, send her well wishes before she\ntakes to the track, race through e.l.f. UP! on Roblox and bedazzle limited\nedition e.l.f. merch. Since no fan should face race day unprotected, e.l.f.\nSKIN will be on-site with complimentary SPF for every eye, lip, and face in\nthe crowd.\n\nFor fans unable to attend in person, e.l.f. is democratizing access to race\nweekend far beyond the track through immersive digital experiences.\n\n\n * On Snap, e.l.f. will launch three custom Lenses, including two gamified racing\nexperiences inspired by Legge’s Indy 500 and Coca-Cola 600 cars alongside an\ninteractive Lens allowing fans to virtually try on her fire suit.\n\n * Inside e.l.f.UP! on Roblox, players can race vehicles inspired by Legge’s\nattempt at “The Double,” while Glow Up!, e.l.f.’s social beauty\nexperience, will introduce a new aspirational race car driver character\ninspired by Legge’s journey.\n\n * e.l.f. will also bring the community directly into the action through live\ncoverage on Twitch via the elfyou channel, offering real-time access to both\nrace weekends through IRL livestreaming from Indianapolis and Charlotte.\n\neyes.lips.fuel. is a reflection of e.l.f.’s long-standing commitment to\nempowering.legendary.females. and backing women like Billie Jean King, Kendall\nCoyne Schofield, Ally Sentnor, Jaedyn Shaw, Jess Carter, Lo'eau LaBonta and\nFlau’jae Johnson, who are reshaping industries where representation has\nhistorically lagged behind. As sports culture continues to evolve, e.l.f. sees\nmotorsports and women’s sports at large as an opportunity to help drive\ngreater visibility, participation and belonging for women both on and off the\ntrack, proving that access changes outcomes and representation fuels\npossibility.\n\nIndy 500 will air Sunday, May 24 on FOX, followed by the Coca-Cola 600 later\nthat evening on Amazon Prime Video.\n\n*Sources: BBN\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.bbn.sarl%2Fnews%2Fwomen-breaking-barriers-in-motorsports-profiles-and-progress&esheet=54534924&newsitemid=20260512521955&lan=en-US&anchor=BBN&index=2&md5=5d2b25e6e6dd47c7f3e3fccb6c51e7e5)\n, Autoweek\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.autoweek.com%2Fracing%2Fmore-racing%2Fa64563375%2Franks-of-women-motorsports-growing-fast%2F&esheet=54534924&newsitemid=20260512521955&lan=en-US&anchor=Autoweek&index=3&md5=b3da9e30d44eab10cc0efbb688202cbb)\n, More Than Equal\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.morethanequal.com%2Fresearch-and-innovation%2Finside-track&esheet=54534924&newsitemid=20260512521955&lan=en-US&anchor=More+Than+Equal&index=4&md5=06e7cb5982125e08059612596e3191c7)\n\nAbout e.l.f. Cosmetics\n\ne.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing\npossible. We are a different kind of company that disrupts norms, shapes\nculture and connects communities through positivity, inclusivity and\naccessibility. e.l.f. Cosmetics, our global flagship brand, makes the best of\nbeauty accessible to every eye, lip and face by bringing together the best of\nbeauty, culture and entertainment. Our superpower is delivering universally\nappealing, premium quality products at accessible prices that are e.l.f. clean\nand vegan, all double-certified by Leaping Bunny and PETA as cruelty free. We\nare proud to have products made in Fair Trade Certified™ facilities. Learn\nmore at www.elfcosmetics.com\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.elfcosmetics.com&esheet=54534924&newsitemid=20260512521955&lan=en-US&anchor=www.elfcosmetics.com&index=5&md5=b0548765c650302677495128adf13f12)\n.\n\n\n\nView source version on businesswire.com:\nhttps://www.businesswire.com/news/home/20260512521955/en/\n(https://www.businesswire.com/news/home/20260512521955/en/)\n\nMedia Contacts \n\nHannah Rubin\n\nHrubin@elfbeauty.com (mailto:Hrubin@elfbeauty.com)\n\n\nCopyright Business Wire 2026"},"type":"article","timestamp":"2026-05-13T04:01:00.174958169Z","server_sent_at_ms":1778644860174},"received_at":"2026-05-13T04:01:00.248Z","source_url":"https://www.businesswire.com/news/home/20260512521955/en/"},"analysis":{"id":"23516","press_release_id":"32736","analysis_json":{"industry":{"label":"Personal Products","sector":"Consumer Discretionary"},"redFlags":[],"eventType":"operations_update","narrative":"e.l.f. Cosmetics is supporting professional race car driver Katherine Legge as she attempts to complete 'The Double' — racing in both the Indianapolis 500 and Coca-Cola 600 on the same day.\n\nLegge will become the first woman to attempt this rare feat, which involves racing across 1,100 miles in two entirely different racing disciplines.\n\ne.l.f. is transforming the Fan Zone at both events into an immersive experience, including storytelling walls, interactive digital experiences, and complimentary SPF for fans.\n\nThe company sees this as an opportunity to drive greater visibility and participation for women in motorsports, aligning with their mission to empower women.","sentiment":"bullish","agentHooks":{"shouldPost":true,"suggestedAngle":"e.l.f. Cosmetics supports historic 'The Double' attempt by Katherine Legge, enhancing brand visibility and women's representation in motorsports."},"keyFigures":null,"quotedText":"At e.l.f., we believe culture moves forward when more women are given the opportunity to own their stories, break barriers and redefine what is possible","namedEntities":{"people":[{"name":"Katherine Legge","role":"professional race car driver"},{"name":"Patrick O’Keefe","role":"Chief Integrated Marketing Officer, e.l.f. Beauty"}],"products":["Glow Reviver Lip Oil Stick","e.l.f. UP!","Glow Up!"],"companies":[{"name":"e.l.f. Cosmetics","ticker":"ELF"},{"name":"e.l.f. Beauty","ticker":"ELF","relationship":"parent company"},{"name":"Coca-Cola","relationship":"event sponsor"},{"name":"Roblox","relationship":"digital platform"},{"name":"Twitch","relationship":"live streaming platform"},{"name":"FOX","relationship":"broadcast network"},{"name":"Amazon Prime Video","relationship":"broadcast network"}],"dollarAmounts":[]},"materialImpact":{"score":3,"reasoning":"e.l.f. Cosmetics is supporting a significant motorsports event, which aligns with their brand values and could enhance their visibility and reputation. This is a positive marketing move, but the financial impact is not explicitly stated."},"tickerRelevance":{"others":[],"primary":"ELF"},"globalImportance":35,"audienceRelevance":60,"eventTypeSecondary":[],"importanceComponents":{"tickerTier":"mid-cap","eventGravity":"brand and marketing initiative","sectorWeight":"Consumer Discretionary","householdBrandBoost":"e.l.f. is a well-known beauty brand","retailFavoriteBoost":"e.l.f. has a strong retail following"}},"event_type":"operations_update","event_type_secondary":null,"sentiment":"bullish","material_impact_score":3,"narrative":"e.l.f. Cosmetics is supporting professional race car driver Katherine Legge as she attempts to complete 'The Double' — racing in both the Indianapolis 500 and Coca-Cola 600 on the same day.\n\nLegge will become the first woman to attempt this rare feat, which involves racing across 1,100 miles in two entirely different racing disciplines.\n\ne.l.f. is transforming the Fan Zone at both events into an immersive experience, including storytelling walls, interactive digital experiences, and complimentary SPF for fans.\n\nThe company sees this as an opportunity to drive greater visibility and participation for women in motorsports, aligning with their mission to empower women.","key_figures":null,"named_entities":{"people":[{"name":"Katherine Legge","role":"professional race car driver"},{"name":"Patrick O’Keefe","role":"Chief Integrated Marketing Officer, e.l.f. Beauty"}],"products":["Glow Reviver Lip Oil Stick","e.l.f. UP!","Glow Up!"],"companies":[{"name":"e.l.f. Cosmetics","ticker":"ELF"},{"name":"e.l.f. Beauty","ticker":"ELF","relationship":"parent company"},{"name":"Coca-Cola","relationship":"event sponsor"},{"name":"Roblox","relationship":"digital platform"},{"name":"Twitch","relationship":"live streaming platform"},{"name":"FOX","relationship":"broadcast network"},{"name":"Amazon Prime Video","relationship":"broadcast network"}],"dollarAmounts":[]},"model_name":"Qwen/Qwen2.5-72B-Instruct-AWQ","prompt_hash":"sha256:2e784e1999ac193d","schema_hash":"sha256:4b22e0a142e5d4b1","created_at":"2026-05-13T04:03:11.999Z","global_importance":35,"audience_relevance":60,"importance_components":{"tickerTier":"mid-cap","eventGravity":"brand and marketing initiative","sectorWeight":"Consumer Discretionary","householdBrandBoost":"e.l.f. is a well-known beauty brand","retailFavoriteBoost":"e.l.f. has a strong retail following"}},"durationMs":121596,"modelName":"george-droid-qwen-72b"}}